No Way, This Can’t be Kmart!
It’s no secret, when women thought of shopping for apparel and home fashions, Kmart was not in their consideration set. And to build a trusted fashion brand is extremely difficult, especially if you’re trying to draft off Kmart credibility -- or lack thereof.
That’s what I set out to tackle, successfully building a brand from the ground up (Kmart Design) that brought humanity and approachability to a world of fashion -- and convincing CMO’s, CEO’s, head merchants, chief designers, agency partners and an entire organization that I wasn’t crazy -- THIS WOULD WORK!
What you see here was a labor of love to insurgently drive awareness and credibility of the Kmart Apparel & Home portfolio Kmart. The goal: building a level of Curious Disbelief, where the desired response was: ‘No way, this cant be Kmart.”
The results
In 2010 during the heart of the economic struggles, Kmart same store sales increased for the first time in 10 years.
Drove Kmart apparel and home likelihood to purchase and perception scores to 75%+ which was unprecedented
Videos created: 150+, shooting 4 hours of finished material 650 hours of raw footage, shot in 7 different countries.
https://youtu.be/3MLpV1zyeGA
