Sears looks to re-brand image with women

HOFFMAN ESTATES, Ill. Sears announced that it has launched "The Many Sides of Me" campaign in order to 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, EVP operating and support businesses for Sears Holdings. "With this launch, we're on a path to 'Feminize, Energize and Digitize' the Sears soft side brand positioning."

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, the company reported. 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.

Additionally, as part of the ongoing Sears brand strategy of developing personal digital relationships with customers, the campaign features a new digital destination to engage women in the multi-channel "The Many Sides of Me" experience.  At TheManySidesOfMe.com, customers can browse the collection, as well as participate in a digital contest that invites women to share their multi-faceted lives and how they make their personal, versatile style work.