Kmart unveils fashion Web site

HOFFMAN ESTATES, Ill. Kmart has launched KmartDesign.com to give consumers an inside look into the design process at the company.

The site features unscripted documentaries of Kmart designers sharing personal stories and image galleries.

Kmart is utilizing social networking to get the word out about KmartDesign.com.

"I think we started with a tweet," said Lisa Schultz, EVP apparel design at Sears Holdings. "It just said, 'Kmart Design? You might be pleasantly surprised' and linked to the documentaries. It was exciting."