The giant mass retailer aims to raise its fashion profile one step at a time, starting with the launch this week of @KMartFashion on Twitter and social brand channels on Facebook and YouTube. These pages house a documentary-style video series with designers, models and industry leaders, among other offerings and special deals.
In addition, the retailer's Spring ad campaign will debut in the March issue of Vogue. Shot by fashion photographer Alexi Lubomirski, the campaign features items from the 1970s-inspired collection, such as a full-length jumpsuit and shorts rompers.
Finally, Kmart hopes to make a big splash at Mercedes-Benz Fashion Week in New York, which starts Thursday, Feb. 10. Over 50 editors, bloggers and all-around fashionistas-about-town have been invited to participate in the Kmart Concierge service -- to drive home the idea that Kmart is the place for essentials when on-the-go, fashion or otherwise.
Each of these folks will receive a "survival kit" with necessities like tights, lip balm, mints and more, plus an invitation to reach out to the concierge through Twitter when in need of something specific, like gloves, deodorant or a bottle of water. In 30 to 120 minutes, items requested via Twitter will be delivered to the fashionista at a location of her or his choosing.
Perhaps Kmart's onto something and this is the retail of the future.