Owens says that Kenmore is targeting "attitudinal segments." When Emily
Wong presses her to define the target consumer, it turns out to be the "savvy mom," who is anywhere from her mid-20s to 50 and is practical and resourceful and doesn't feel that she should have to
trade off when it comes to style, performance and price. "She is also someone who sees stylish design and technology as a way to make a statement about who she is and her home."
Over the course of the year, Owens reveals, Sears will bring out about 450 new models. It's restaging the frontloading washer line and relaunching everything in its Elite [premium-priced] line, as well as many products in the base Kenmore line. A feature on the site called "Help me choose" will walk consumers through the entire acquisition process.