Kmart Ads Targets Younger Demographic

Hoffman Estates, Ill. Kmart is trying to get consumers to equate its brand with style through a new apparel campaign set to break March 9. The campaign will help publicize the spring launch of three new apparel lines—Wckd, Piper & Blue, and Limon & Sal—which all target younger demographic, according to a report in AdAge.

In another recent marketing move, Kmart’s "Style Showoff Contest" will pit the retailer’s customers against each other in a competition that judges personal style. The hope is that new and former customers will be surprised, and inspired to shop, by the looks they pull together at Kmart.

Four women have already been chosen for the campaign in blind casting calls and have shot a TV spot and print ads, which will launch the search for Kmart's "fashion ambassador.” The winner will be announced May 13 and will be used in a national campaign, presumably for the fall season, the report said.