K-MART FASHION
A budget retailer, reintroduced as a fashion destination.
Kmart, usually not seen as a fashion destination, begins to target stylish shoppers; they become the focus of the campaign, which showcases real people with real style.
Earlier than any of Kmart’s competitors, the campaign explores the use of influencer-based marketing and organic social growth; in 2010, when the campaign launches, these things haven’t yet become standard terms or concepts.
