Kmart is stepping up it’s fashion game.
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.”
Featuring “real people” wearing Kmart fashions of their choice, the ads were photographed at Manhattan’s Mark Hotel. A production team street-casting in New York filmed potential players with a video camera to make sure they were telegenic. Several fashion bloggers were also hired. 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. Poseley also noted about where these ad fixtures will be placed. “We put new fixtures in our top 300 stores. This year, we’re working on signage and making each area well-defined. Shoppers will find an environment that’s easy to navigate and that feels very aspirational.”
This means that Kmart will look more like an actual fashion retailer and less like a tornado ran through and knocked all of the clothing off the racks.
Source; Photos: WWDSee the Top Ten Summer 2016 Trends for Women Over 40