Kmart gets personal with designer videos

HOFFMAN ESTATES, IL: Kmart's effort to reach new consumers and differentiate its brand from that of a specialty store culminates in its KmartDesign online video initiative.

HOFFMAN ESTATES, IL: Kmart's effort to reach new consumers and differentiate its brand from that of a specialty store culminates in the launch of its Kmart Design online video initiative.

In 20 short documentaries, which ultimately aim to communicate quality of product and process, Kmart follows the personal lives of its established fashion and home designers in New York and Chicago, including a spotlight on the company's 24-year relationship with designer Jaclyn Smith, explained Jeff Fagel, director of brand development at Kmart.

“Many have come from Kenneth Cole, Ralph Lauren, and Pottery Barn,” said Fagel. “We want to connect and bring to life the people behind the product... In the onset, it's about building the brand and credibitly.”

In April, the team, including AOR Euro RSCG, began a teaser initiative, releasing video clips through links on a new Twitter.com/KmartDesign page.

But this week, on June 22, the team announced the official launch. Continued PR tactics include blogger, business trade, and lifestyle consumer outreach; an RMT with chief design officer Theresa Strickland; Tweeting; and seeding content on other video networks. Online ads are also expected to launch in a few weeks.

“Through PR outreach, we want to build the conversation,” said Fagel. “We feel that online gives us the ability to tell a story.”

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