I love imagining the overpaid consultants who go to the corporate office parks of multi-million (billion?) dollar companies like KMart and Kohl’s and Walmart and get paid the big bucks to say things like, “We should cast a fashion blogger in our next marketing campaign because it’s such a new and original idea.” And then everyone at the Ikea conference table is so impressed by this savvy, forward thinker, and they pat themselves on the back for hiring them in the first place.
Flash to: KMart’s new endeavor featuring Christina of Trop Rouge. Of the consulting firm who spearheaded the new endeavor, Tara Poseley, senior vice president and president of Kmart apparel at Sears Holdings Corp told WWD,We felt [PMH] understood style and fashion and were creative out-of-the-box thinkers. We want to get out the message that we have amazing fashion. Hah, out of the box thinkers, I missed that one.
The ads also feature real people wearing Kmart fashions of their choice. Honestly, the ads look cute, the kids are cute, Christina is so cute but are you over having mass brands appeal to you by hiring fashion bloggers? Or is it working?
i think it does make Kmart more appealing (if that’s possible). This is a sentence i never thought I’d say.
http://www.karacterblog.com
I’m missing the point of the dripping sarcasm and arrogance in this article. America is a capitalist nation that caters to the Fortune 500 companies. If any person finds commercialism and capitalism disgusting, perhaps they are living in the wrong country. Imagine an average sort of person who might only have $100 to update their wardrobe and doesn’t have any time to shop except maybe on a Saturday morning here and there…where are they shopping? Kmart. Walmart. Kohl’s. Target. Old Navy. Their marketing isn’t targeted at the consumer with the bank to shop the sales rack at Saks, so if you’re not already shopping with their competitors they aren’t really targeting you to begin with. In fact, this article is exactly why these stores are getting involved with bloggers. Would you have written an article mentioning Kmart fashion if their campaign had nothing to do with blogging?