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A Sears remake modelled after the affordable fashion lines of Joe Fresh and Uniqlo. (Sears)
A Sears remake modelled after the affordable fashion lines of Joe Fresh and Uniqlo. (Sears)

What the Sears? A retailer’s decades of brand evolution Add to ...

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For years, Sears Canada Inc. has been focused on its brand’s evolution.

A full decade ago, when announcing work with a new agency, Sears acknowledged that the retailer needed to “become relevant with Canadian consumers” and that it required a “renewed brand vision.”

Canadian retail was becoming polarized as shoppers moved toward both discount and higher-end stores. Sears was stuck in the middle.

Sears Canada: The retailer's rise and decline (The Canadian Press)
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