Sears launches full-scale review for brand portfolio

Sears is reviewing the advertising for its portfolio of brands, including Miss Selfridge and parts of its shoe business, British Shoe Corporation.

In January, the group brought in marketing consultant Simon Gulliford to conduct an overall review of all the Sears brands.

A spokeswoman for the Sears group says Gulliford is two months into the review. But no decisions will be taken on the group’s brands until at least May.

Gulliford’s brief was to devise a two-year marketing plan for Sears. Brands he will look at include Miss Selfridge, Freemans, Shoe Express and Dolcis.

In January, Sears’ chain for older women, Richards, announced it was in early discussions with advertising agencies following the appointment of Stella Harley as sales and marketing director (MW January 26).

It signalled the first move by the group, headed by chief executive Liam Strong, to move Richards into above-the-line advertising.

Subsequently other chains, including those which do not employ agencies, will follow.

Meanwhile, Young & Rubicam’s hold on the BSC account was loosened this week when the footwear giant hired Clark & Taylor to handle the 1m advertising account for its Shoe City superstore brand, formerly handled by Y&R.

It is understood C&T will handle store openings and press work, as well as branding. It leaves Y&R holding the 2m account for Shoe Express, BSC’s high-street format.

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