A new Kmart ad campaign is using American Apparel-esque photography to promote the forgotten store’s clothing line. Hoping to become as fashion-forward as major competitor Target (whose ad agency the stores now share), Kmart is revamping their clothing department, directing it towards young, stylish kids looking for a good deal.
Kmart emphasized that the campaign does not use professional models, but instead “real” people who were scouted on the streets of New York, in addition to some style bloggers and small time designers. The photo shoot took place at The Mark Hotel in New York where WWD reports the models styled themselves from Kmart’s new line and posed for cameras with little direction.
Tara Poseley, president of Kmart Apparel, described the ideal Kmart shopper as “the type of person who doesn’t care about labels, but rather, about expressing his or her own style.” The ads are undeniably fun, but only time will tell if the clothes are actually noteworthy. While we can’t guarantee the collection will be “amazing fashion”, as Poseley claims, we can look forward to some celebrity lines. Selena Gomez will continue designing and actress Sofia Vergara has some pretty good looking dresses debuting in the store this fall.
Kmart Apparel’s new tag line is “Money can’t buy style”, a phrase that at times proves itself very true. Overall, it seems like they’re at least trying to compete with Target. While that could be a lost cause (come on, Missoni is doing a line for Target), its the more the merrier as far as we’re concerned when it comes to superstores selling cute clothes at low prices.