Sears And J.C. Penney: A Tale Of Two Fading American Retail Icons

For years, American retail icons Sears (NASDAQ:SHLD) and J.C. Penney (NYSE:JCP) had one thing in common: they've been serving the middle class working American consumer, seeking good quality products at reasonable prices. Recently, they have one more thing in common: they both distanced themselves from this group through a series of strategic mistakes committed by leadership.