Abstract
Sears was founded by Richard Warren Sears and Alvah Roebuck in the late 19th century. From its mail order beginnings, the company grew to become the largest retailer in the United States and its catalogs became famous. The first Sears retail stores were very profitable. Competition and changes in the demographics of its customer base challenged the company after World War II as its rural and inner city strongholds shrank and the suburban markets grew. Eventually, its catalog program was largely discontinued. The company had been the largest retailer in the United States until the early 1980s, but dropped significantly in rankings by the time it diversified itself and merged with Kmart. The current image of Sears is now considered as out of fashion, with a low quality and various problems of presentation. Sears needs to redefine the target of their stores to build a more fashionable image. The target could be from 8 to 55 years old, children, teenagers and women. The principal target would be young and dynamic women.
