CHICAGO: Kmart hired Alison Brod PR to work on a fashion account that went up for review early this year, PRWeek has learned.
During the procurement-led review, sources said that annual budget for the work is up to $1.5 million, including out-of-pocket expenses.
Euro RSCG PR and Zeno Group currently work on a majority of the PR business within Sears Holdings, which owns Kmart. Flowers Communications also works on multicultural efforts for select brands.
Both Sears Holdings and Alison Brod declined to comment.
According to information that the company sent to agencies during the initial search, the approach is in line with the Kmart apparel portfolio expansion to appeal to a “younger, more fashion conscious demographic.”
At the time, PRWeek reported that the original RFI stated: “While the 2010 brand launches in particular have resulted in more significant editorial recognition for a stronger, more relevant fashion mix...consumers still give Kmart little credit for fashion, quality, or a positive shopping experience. The 2011 PR campaign should be designed to disrupt negative perceptions in the short term, and support the long-term [business unit] objective of making Kmart a fashion destination.”
The company recently announced a new line by Modern Family star Sofia Vergara, and it launched brands such as Dream Out Loud by Selena Gomez. It also just announced a new line of kitchen products for Sears and Kmart, by food TV star Sandra Lee.