Kmart’s new soft goods advertising campaign has a tall order to fulfill: give the beleaguered retailer’s fashion and home businesses a new image that’s at once authentic and aspirational.
Minneapolis-based ad agency Peterson Milla Hooks created a campaign that gives Kmart a new logo, new message and new vibe. “We felt [PMH] understood style and fashion and were creative out-of-the-box thinkers,” said Tara Poseley, senior vice president and president of Kmart apparel at Sears Holdings Corp. “We want to get out the message that we have amazing fashion.” PMH helped Target put the aspirational into its apparel, but Poseley claimed she wasn’t aware of the connection until after PMH was selected by Kmart. Clearly, Kmart is after the same effect. “We do want this be aspirational,” Poseley said. “That’s part of getting people to come into Kmart.”
The campaign is aimed at “the kind of person who has fun with fashion but isn’t a slave to it,” Poseley said. “It’s the type of person who doesn’t care about labels, but rather, about expressing his or her own style.”
I found this article and thought it was interesting to see what Leslie would think since the store NANCY does not advertise.She said Nancy, owner of NANCY's boutique, believes she does not need to do much advertising because of her loyal customer base and word of mouth from her customers. I found this very shocking because I've learned from past jobs and classes in TXMI that customer service is first then marketing your store/brand is second to keep it sustainable for the present and future.
Edelson, S. (2011, June 23). New Fashion Push in Kmart Campaign - Media News - WWD.com. Fashion, Beauty and Retail News - WWD.com. Retrieved June 25, 2011, from http://www.wwd.com/media-news/new-fashion-push-at-kmart-3679285/print/
Week: Three
Company Name: Ben Internship position: Product Development Intern
