Kmart. Money Can't Buy Style.
where style meets street: introducing the stylepreneur.
For Kmart Apparel, our campaign was all about championing our audience, the stylepreneur. They're the people who don't need a designer name or an expensive price tag to tell the world they have style. Rocking it is entirely an attitude. At a time where Target was telling shoppers how to fit in at a premium price and Walmart was telling shoppers that savings is more important than style, Kmart had the opportunity to tell street-wise shoppers that there was still room to stand out, even on a budget. The store is your oyster. And no one can put it together like you can. The rest was easy; provide the digital tools and platforms for the stylepreneur to make the most of what he or she's got.