• Brandweek, Thursday, February 25, 2010 10:37 AM

Back in the day, Sears' Kenmore brand was well known as an innovator -- it was first to bring front-loading washing machines to the U.S., for example; it also introduced color on washers and induction on freestanding ranges. But consumers now see the 83-year-old brand as one that their grandmothers and mothers bought, admits Kenmore vp and general manager Betsy Owens, so it's time to reinvent its image with a new TV, in-store, social media campaign and Web site.

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.

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