Brand Watch: Brick and Mortar Retail Woes

Sears Holding Co owner of both Sears and Kmart is just one retailer struggling against an ondemand online commercial ecosystem American Apparel officially closed its doors last week The brand had initially filed for bankruptcy in 2015 and was then privately owned before being bought by Canadian brand Gildan Activewear in January The Limited will close all of its 250 stores this year while JCPenney will close 138 and Macy39s will shutter 68With the viability of Sears being called into question the market is forced to recall that no brand is too big to fail After all as America39s oncelargest retailer Sears carries in its name a 131yearold legacy of American consumerism Sears started out as a mail order catalogue before launching its brick and mortar business which effectively changed the way America shopped in the postwar era Now it39s Amazon and other eretailers leading the chargeSo as iconic brands close up shop where does that leave agencies and ad sellers Where should the media business look to do its shopping in the years to comeWe took a look at the facts and figures from our sources at AccessConfidentialcomSears decreased its national ad spend by 167 between 2014 and 2015 while Amazon increased its ad spend by 5 amp160While Bloomingdale39s saw a decline in national ad spend between 2014 and 2015 the brand significantly increased its investment in digital YOY Payless increased its national ad spend between 2014 and 2015 with a near 100MM investment in television while online competitor Zappos decreased its spend by 5MM YOY While brick and mortar retail may not be the sector for advertising39s big bucks or consumers for that matter the change in the ways consumers shop has already changed the ways we advertise amp160Get profiles on 30K advertisers and find the contact information for the decision makers you need to reach at AccessConfidentialcomClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Brand Watch: Brick and Mortar Retail Woes

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