Launching the new collection in Melbourne this week, Kmart’s Head of Fashion, Andre Reich said the focus for the brand was on dressing the ‘real people’ of Australia. With new product arriving in stores across the country every week, Reich says the brand has embraced their distinct opportunity as a major retailer, to play a role in the everyday lives of their customers.
“We know that for some customers we are the singlet they wear under their shirt to work, or the socks that take a beating on the worksite. But we also know that Australian’s are savvier than ever before. They want affordability and fashionability to go hand in hand,” said Reich.
“With this new range, we are taking design to the next level. We want to play a role in how different Australians interact with fashion. Our customer is mum, dad, teens, kids, university students, businessmen and women, labourers, and farmers – and we are proud of who they are and we celebrate what makes them unique with our range.
“The biggest consideration for our team when delivering trends is thinking about the end use for our customers. When will they wear it? How much do they expect to pay for it? Will they be proud to own it? Would we wear it?” says Reich.
“We have set ourselves on a journey to dress the nation in affordable fashion. Every week our team is living and breathing the Aussie lifestyle, and getting to know the Kmart customer better. Our designers, our buyers, everyone is embracing the diversity of this country, creating items they love, and injecting creativity into their designs.”
Kmart is rolling out fresh layouts across their stores making them brighter and easier to shop, and opening later so customers can shop when it suits them.
“We know that Aussies are interacting with fashion around the clock. They are looking for inspiration at all times of the day, rewriting the rules of shopping behaviour,” says Reich.
“Customers are taking advice from strangers who share common interests; experts are born from shared experiences. As a brand we are evolving to play a positive role in these experiences.”
This continued evolution is evident in the newest advertising campaign from Kmart that launches on 30 September and will roll out across digital, catalogue and television.
“The campaign is fun, fresh and full of energy. It celebrates the genuine love that the real people behind the brand have for the product they make for everyday Aussies, highlighting designs from our talented in-house design team in Melbourne.”
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