HOFFMAN ESTATES, IL: Kmart's effort to reach new consumers and differentiate its brand from that of a specialty store culminates in the launch of its Kmart Design online video initiative.
In 20 short documentaries, which ultimately aim to communicate quality of product and process, Kmart follows the personal lives of its established fashion and home designers in New York and Chicago, including a spotlight on the company's 24-year relationship with designer Jaclyn Smith, explained Jeff Fagel, director of brand development at ...