Kmart Gets In On The High-Low Action
Kmart is stepping up its fashion game. The discount retailer is set to debut a new look for its core apparel collections, and to spiff things up, style-wise, it's retained the services of designers from the trenches of Gap, Ralph Lauren, Club Monaco, and elsewhere. (The senior designer apprenticed at Yves Saint Laurent!) According to Kathy Huynh, the chain's vice president of women's apparel design, Kmart has "created a collection so you don't walk in the store and pick up a piece and think, 'Am I going to look ridiculous in this?' " She adds: "We want fresh fashion that's on trend but is also understandable and affordable. It's about buying those few new pieces and incorporating them into your wardrobe to give everything else a fresh lift." To that end, the Fall '10 collection about to hit stores comprises staple items such as a military-inspired A-line peacoat; a fitted, zip-detailed bomber jacket; and a skinny cargo pant, as well as more daring pieces, like a cropped faux fur vest. All the pieces retail under $100, with most coming in below the $50 mark. And Kmart is backing the debut with a new ad campaign, shot by V and Another alum Alexi Lubomirski; it's also contemplating getting into the designer collab business down the line. In other words: Watch your back,Target.
By Maya Singer
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