I was flipping through the March issue of Glamour earlier this week and was completely shocked to see a series of ads for Kmart’s fashion line. We have all grown accustom to and accepted Target in the fashion industry. Their unique hook is landing big designer names such as Jean Paul Gaultie, but Kmart? After doing a quick search online, apparently this isn’t the first time Kmart is appearing in the fashion magazines.
However, the more I thought about it, the more it made sense. During this recession and even now, consumers are still very frugal and looking for ways to save money. From my perspective, Kmart has a short window of opportunity to really gain market share in the clothing industry. But from what I can see, they aren’t doing anything unique that will bring in the fashionistas.