KMart is really trying hard to improve people’s perception of their clothing items. Just last year we told you the retail giant took out some ad space in the pages of the September issue of Vogue.
Now they’re releasing some new ads to the public advertising "Money can't buy style” and featuring real people instead of models.
How American Apparel of them.
The ads with the non-models were shot at Manhattan's Mark Hotel.
The Minneapolis-based ad agency Peterson Milla Hooks, which used to work with Target, has created a new campaign for KMart, giving it a new logo and new look.
Says one KMart VP:
“We felt [PMH] understood style and fashion and were creative out-of-the-box thinkers. We want to get out the message that we have amazing fashion. We do want this be aspirational. That’s part of getting people to come into Kmart.”
Adding that the campaign is aimed at “the kind of person who has fun with fashion but isn’t a slave to it. It’s the type of person who doesn’t care about labels, but rather, about expressing his or her own style.”
Sounds like a good concept.
What do U think of their new ad campaign?
Tags: ads, campaign, fashion, model, retail, style