Determine the image that Sears is attempting to create with it’s “Don’t Just Go Back. Arrive,” Arrive Lounge, and other partnerships with social network sites. The image Sears is attempting to create is one of being a cool place to buy clothes for going back to school. The Arrive Lounge is a cool and fun place for tweens and teens to go to play and have fun with like-minded tweens getting ready to go back to school. The website hosts Vanessa Hudgens, star of ‘High School Musical’ which appeals to the targeted age group. Sears’ strategy here was to figure out a way to connect with this age group which they’ve done by building credibility by partnering with major social networking platforms. Discuss clothes shopping from a family decision-making standpoint, including parent-child dynamics and determine the dynamic that Sears is attempting to influence by using social network sites. There is a challenge for parents when shopping for tweens. At this age, they are wanting to express themselves and fit in, which usually includes clothes that the parents may not agree with. Sears can actually capture the market not only through the parent’s minds, but through the tweens via their social networking and celebrity influences to help build credibility. Parents see Sears as a mature, no frills store, not expensive. Sears is not known to have brand-name clothes. For Sears to market towards the tweens and show them celebrities promoting shopping there, they may be more inclined to have their parents take them there to shop for back-to-school clothes. Ultimately, the goal for Sears is to provide a place where tweens can go to find clothing that portray a possible image but at the same time remain trendy and fashion forward. Leveraging the power of social media and a fun digital boutique can help make Sears a go-to place for fashionable clothes. Explain which of the strategies relating to information search patterns, shown in Table 15-2, that Sears is enacting with its new...
References: Hawkins, D. & Mothersbaugh, D. (2010). Consumer Behavior: Building Marketing
Strategy (11th ed.). New York, NY: McGraw-Hill.
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