Explain why sears and walmart cant create a trendy counercoulture image
They're too big to move fast enough to keep up with fickle fashions.
How does the failed Nordstrom marketing strategy in the 1990s demonstrate the importance of branding?
Sears and Walmart are both well-established retail companies that have traditionally focused on offering a wide range of products at affordable prices. However, creating a trendy counterculture image involves positioning oneself as alternative and against mainstream norms, which goes against the core business models of these companies.
To understand why Sears and Walmart may struggle in creating a trendy counterculture image, let's break it down:
1. Brand Identity: Both Sears and Walmart have established their brand identities as mainstream retailers catering to a broad customer base. They have built a reputation for offering affordable everyday products that appeal to the masses. Counterculture, on the other hand, promotes ideas that challenge the mainstream, which would conflict with their existing brand identities and potentially confuse their target customers.
2. Product Selection: Sears and Walmart typically stock a wide range of products, from household items to clothing and electronics, aiming to meet the needs of a broad customer base. While they may offer some trendy products, they predominantly focus on catering to the general public's demands rather than niche counterculture markets. This approach allows them to maintain a large customer base but may limit their ability to establish themselves as counterculture brands.
3. Market Positioning: Counterculture is often associated with independent and alternative brands that challenge the status quo. Sears and Walmart, on the other hand, strive to be leaders in the retail industry by providing convenience and affordability. This positioning aligns them more with mainstream consumer preferences rather than countercultural ideals, making it challenging for them to successfully adopt a counterculture image.
4. Perceived Authenticity: Counterculture is often associated with an image of authenticity and uniqueness. Many countercultural movements emerged as reactions against corporate capitalism. For Sears and Walmart, which are both large corporations, attempting to create a counterculture image may come across as inauthentic or an attempt to capitalize on a trend. This could lead to a lack of trust and credibility among counterculture consumers.
In conclusion, Sears and Walmart may struggle to create a trendy counterculture image due to their existing brand identities, product selections, market positioning, and perceived authenticity. While they may be able to incorporate some trendy elements into their offerings, completely embracing the counterculture image would be a significant departure from their core business models, potentially alienating their existing customer base.