“Money can’t buy style” – Kmart’s new slogan for ad campaign, capturing images of “real people” as opposed to professional models. Peterson Milla Hooks, the same ad agency that used to work with competitor Target, was hired in hope to revamp their image and appeal to the younger, stylish generation looking for a deal. Last year the retail giant took out some ad space in the pages of the September issue of Vogue – yes Vogue – but with celebrities Selena Gomez and Sofia Vergara representing the department store in the fall, I definitely see a strong season ahead.
The photography is looking very similar to another free-thinker and a little too american apparel-esque if you ask me. But with its head under water will the sweatshop free clothing manufacturer be able to come up for air long enough to grasp the concept of their cheap imitation (pun intended)? It’s a rough world. Although American Apparel was saved from bankruptcy this spring by Canadian investors which plans to inject $45 million more into the company by the fall, 247wallstreet.com predicts American Apparel is among the companies that won’t exist in 2012 (along with Sears, Nokia, Soap Opera Digest, MySpace, and Kellogg’s Corn Pops).
Tara Poseley, says that the campaign is aimed towards “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 legit. How many of you (non) fashion slaves be sporting Kmart’s threads in the Fall based off their new campaign?