Less than 10 years ago Kmart was struggling to differentiate itself from its competitors, it's now the envy of Australia's discount retailers | domp
"We know our customers were moving on to digital, social media, watching online TV, all those things. So we went that way too."
At the heart of this strategy are the products themselves. Walking through a Kmart store can feel like a scene from a Wes Anderson movie, with simple wood and pastel tones a dominating feature. However, some local designers have accused the retail giant of poaching and reproducing their own designs, a claim the company rejectsKmart is going to have to keep reinventing the wheel to make its campaign look innovative and keep drawing consumers in."We actually get the international trends that all retailers use, right off the catwalk," Julie Miller Sensini, Kmart's general manager of apparel and design says.That's aided by collaboration with pages like Slater's .
And while it might look to some like Kmart is pulling the strings behind these massive fan groups, Lai stresses they are entirely organic, but notes Kmart's team draws "a lot of inspiration" from the innovative fans.
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