So crooned The Beatles. And they were right. But did you also know that money can’t buy you style either?
Just ask Kmart. The retailer plans to launch its fall advertising campaign in September 2011 titled, “Money Can’t Buy Style.” The purpose of the campaign is to encourage shoppers to leave brand-name fanaticism behind and embrace their individual style.
Now, I’m all for this. Let’s go after what looks hot, not the brand that has the right name. The title of Kmart’s campaign does make me a little nervous though…it’s a bold move.
And a boldly titled campaign also needs some meat to back it up. That’s where it gets really good. Kmart took to the streets and found 20 people who already dress with a sense of individual style and had them use Kmart apparel to create looks that reflect their said style. The campaign is set to feature these folks, showing consumers how they too can use Kmart gear to create their own personal style.
Turns out, it doesn’t have to cost an arm and a leg to wear fashionable clothes (at least that’s what I hear it’s costing these days to be covered in luxury brands from head to toe!).
Kmart is definitely shooting for a brand makeover when it comes to apparel and I love the new angle. Letting go of pricey fashion and bringing in self-expression is a positive message to send consumers. Especially high school and college-aged folks who often get caught up in the brand wars as opposed to choosing clothing that reflects their true style.
Are you digging this bold Kmart campaign as much as I am? Know of other retailers doing the same or who have in the past? Leave your thoughts here!
-Heather Strang
Right On K-MART! I totally agree with this thought process… My mother used to say, money can't buy "STYLE or CLASS" and she was soooo right! I guess that's why I created, "BYOB-Be Your Own Brand!" It's about dressing according to your unique attributes. Your "Visual DNA!"
Oh, I LOVE this! Visual DNA? Dress according to your own unique attributes? Where are the stylists spreading THIS gospel?
Thanks so much for sharing this – I love it and I'm hoping that more retailers will embrace this. Clothing is one way of expressing our individuality and sharing with the world what makes us unique. That feels so much better than just trying to keep up with the Kardashians.
If they really want a new image, Kmart will have to invest (pay more than min wage and full time)in some quality employees to merchandise their floors in order for this campaign to be successful.
Hey Heather,
Maybe you can answer the question since you used the name in your response. Just who the heck are the Kardashians and why should I care anything at all about them. They are all over the grocery store tabloids but I have never heard of them otherwise. What's the scoop here? Or am I just hopelessly old and out of it.
@Hardliner: you are not missing anything by not knowing who the Kardashian's are. However, if you want to learn more there are a plethora of places on the Internet to get the scoop on this socialite family. Learn more about the most famous Kardashian – which will lead to links to all the other Kardashian's: http://en.wikipedia.org/wiki/Kim_Kardashian. So complicated, this world.
Enjoy!
-Heather