Building Kmart Fashion Street Cred

Fri, 06 Jun 2014 00:00:00 -0400
Effie Awards

Kmart had everything for back-to-school, but kids had no idea. They weren't talking about the brand, and they weren't hearing about it from friends. By tapping into the music, language, humor and fashion of young urban multicultural consumers, the brand lifted back-to-school sales store-wide.