Well, I suppose it was only a matter of time. Kmart has decided to recreate its image by pushing a new ad campaign bearing the tag line, Money cannot buy style and by enlisting ad agency Peterson Milla Hooks (PMH), the force behind many of top competitor Target‘s successful ad campaigns. The retailer expounds on its recent revamp saying,

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.

For Kmart’s new campaign, PMH seeks to feature ‘real people’ with ‘real style’ (whatever that means), and so the company has decided to enlist, who else but fashion bloggers, to get the job done right. The accompanying photo shoot took place at the Mark Hotel in New York City, and rather than hiring stylists, the bloggers themselves were encouraged to do their own styling–using Kmart products, of course. By including young, vibrant individuals in this campaign, Kmart hopes to corner a new target market and thus, maintain a newer, edgier brand image…

SVP Tara Poseley expounds upon Kmart’s current target customer saying that he/she is the type of person who doesn’t care about labels, but rather, about expressing his or her own style. You don’t need a lot of money to have great style and put yourself together in a really cool, unique way.

Kmart is also planning to change the look of its stores in order to make them appear more modern and more organized, so it certainly looks like the retailer is indeed following Target’s lead. I’ll admit that the new campaign does look quite stylish (at least comparatively speaking), but I still don’t know if it makes me want to get right up and go to…  Kmart to shop for clothes. The company has made a name for itself as a discount retailer in the mind of consumers for all these years (whereas Target was somewhat novel from the get-go), so the brand may take pride in its newfound fashion-forward-ness, but I think we have to be real here and say that changing the image it has constructed over the past few decades won’t be a walk in the park. Again, I might be wrong–only time will tell! And if I am indeed wrong, then watch out Target–Kmart cometh.

Photos provided courtesy of wwd.com


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