A brand is a distinctive mark of quality. But sometimes the market dictates its conditions, and even the most stable companies did not pass the tests. Here are five brands that are in a difficult position and may disappear as early as next year.
Kmart
The whole Sears holding is on the edge of bankruptcy, but Kmart may be the lamb, whose sacrifice to save Sears.
The chain Kmart of the entire group has experienced the largest number of closings of stores during the past year.
Although the Executive Director of Sears, Eddie Lampert just swore that he will not close Kmart until at least one store will make a profit, sales are still falling and soon may be closed completely.
The Limited
Once it was a popular brand of women’s clothing, owned by Limited Brands company, which also owns Victoria’s Secret and Bath&Body Works.
But later The Limited was sold to a private company, Sun Capital Partners, followed by the closure of 250 shops and firing 4 thousand employees. According to USA Today, the owners explained that they intend to fully translate sale on the Internet.
In mid-January, The Limited declared bankruptcy. Last month, the goods was still possible to order online, but how long it will operate is unknown.
Mattel
Toy maker Mattel under the threat of bankruptcy. For the year, worldwide sales of Barbie fell by 7%, sales of American Girl dolls had fallen by 30%, Monster High and Polly Pocket — 42%.
Last year Disney «hit» in Mattel, transferring the rights to the doll line Frozen and Princess of Hasbro. Now Hasbro may buy its direct competitor at a very low price. And it likely means that the brand Mattel will be no more.
J. C. Penney
It was one of the most well-known network of Department stores.
The company attempted to «drag» obsolete stores in the 21st century, and for a time she succeeded. But recently, J. C. Penney has decided to eliminate the women’s clothing departments. Given that this segment accounts for a quarter of income of J. C. Penney, the brand’s future does not look particularly rosy. In addition, unlike Sears, the Director of which is the hedge Fund J. C. Penney as such can not boast.
Bed Bath & Beyond
It was expected that the company will strengthen its position after the bankruptcy of Linens n Things. Instead, Amazon has suddenly become a viable competitor retailers of home goods.
According to experts, Bed Bath & Beyond made a serious mistake, almost completely ignoring the online space until recently.
In addition, the market began to appear competitors – for example, At Home, center of home decor.
