Women’s Wear Daily
04.21.2014
fashion-features
fashion-features

The Kmart Challenge: Reinventing Apparel To Lure New Customers

Kmart Corp. has organized a New York design group to revamp apparel and home products and reverse dismal sales as it struggles to survive.

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“Having design direction in-house helps to integrate and pull together a point of view, whatever that might be, and there could be a refreshing new point of view that comes out of a Gap mentality — perhaps livelier, more contemporary and more casual. Kmart can develop a character in the apparel division that philosophically suggests what Martha Stewart has done for Kmart. The Martha Stewart spirit can be mirrored on the apparel side. There could be a relationship.”

And one that would take some time to flourish. “This kind of change takes at least two years,” Aronson said.
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