NEW YORK: Kmart issued an RFP in search of an agency to support its ongoing fashion and lifestyle initiatives.
The annual budget for the work is up to $1.5 million, including out-of-pocket expenses, according to sources familiar with the review.
The procurement-led search will include about six agencies, including small- and mid-sized lifestyle shops with fashion experience, noted a source. Euro RSCG, which handles Kmart's PR, did not immediately return a request for comment.
According to information that the company sent to agencies, the approach is in line with the Kmart apparel portfolio expansion to appeal to a “younger, more fashion conscious demographic.” 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.
The RFI for the work stated: “While the 2010 brand launches in particular have resulted in more significant editorial recognition for a stronger, more relevant fashion mix—and while we've even been on the leading edge when it comes to mobile applications and digital platforms for shopping—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.”
It added that the working theme for the campaign, developed in part by Draft FCB, is “It's True. It's Kmart,” and agencies are encouraged to build on that theme throughout the RFP process, as well as present additional themes that will “convey the same disruption value around Kmart fashion.”
The company declined to comment for this story.