There are many sides to a woman and brands that succeed with their marketing to women efforts are those that discover new ways to keep their products and services relevant to a woman’s life—whatever that life may be.  Sears appears to be tapping into the multidimensional woman with their new campaign, “The Many Sides of Me.”  “The Many Sides of Me” represents the next step in the company’s strategic effort to transform its Softlines businesses and emotionally re-engage women in the Sears brand.  “We have executed against a range of initiatives tied to our strategic pillars that have improved our relevance to customers, including engaging them on a personal level,” said Scott Freidheim, executive vice president, Operating and Support Businesses, Sears Holdings. “With this launch, we’re on a path to ‘Feminize, Energize and Digitize’ the Sears soft side brand positioning.”

This message may sound a bit familiar to those who attended last April’s M2W®.  During the conference, we gained insight into the brand journey of Memorex.  “In 2008, Memorex set out to reposition the brand and develop a deeper connection with an often-forgotten target in the consumer electronics category—women,” said M2W® presenter Jess Walton, brand director, Memorex Consumer Electronics.  “We invested considerable time improving our understanding of how electronics play a role in the lives of women and their families which led to new, innovative products and key marketing strategies.”

For Sears, “The Many Sides of Me” campaign allows women to express their ever-evolving “me’s” while the campaign highlights how women achieve their own unique style by offering an assortment of strong and versatile pieces that become an essential part of their wardrobes.  Sears has tailored its fashion assortment to match how women move seamlessly through their dynamic lives.  The aspirational nature of the platform will evolve throughout 2011 to include additional fashion-driven Softlines categories in order to meet the dynamic needs of today’s consumer.  As an extension of “The Many Sides of Me” print campaign in key September fashion issues, the brand is also collaborating with leading titles Vogue and Lucky and will be featured on their digital shopping platforms. “In the past, Sears has asked women to come to us to see our Softlines offering, but the essence of the new campaign is that the digitally engaged fashion customer wants those first looks to come to her. Mobile is one of the many ways we are reaching out directly to the customer wherever she seeks inspiration and ideas,” said Henson. The collaboration will enable customers to shop and buy Sears Fall fashion merchandise on the Vogue Stylist and Lucky at Your Service apps for the Apple iPhone—another trend we heard about during M2W®’s Pre-Conference Workshop on mobile marketing and social media.

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