This fall 2011, Kmart will debut an unexpected advertising campaign, titled “Money Can’t Buy Style,” — aimed at empowering customers to embrace their individualism when approaching fashion. Rather than focusing on brand names or even trends, the ads will emphasize self-expression in fashion by featuring real people in Kmart looks they’ve created themselves.
Money Can’t Buy You Style – Behind The Scenes…
Personally, I’m a fan of this concept, DivasandDorks.com has been sharing for months many of the stylish options that Kmart offers for those budget-friendly fashionistas. (Personally, I own two rompers short/long that have become summer staples in my closet). Kmart invites people to “show us what you got” and will include 20 real people in a variety of pieces from the fall 2011 Kmart collections, selected and styled by each individual. The Kmart team spent three weeks hitting the streets across the country to find real people who reveled in their individual style and brought it to life in incredibly unique ways. Personality, creativity and confidence are key to style: the new stars of the campaign definitely have all three.
In addition to highlighting the true style of everyday people and the attainability of great fashion, the campaign is designed to convey the insignificance of money in making a statement. With new brands and a new approach to style, Kmart hopes its accessible fashion environment will also excite the senses and inspire unique, personal style through mixing and matching.
So there you have it folks, why spend thousands of dollars to highlight someone else’s definition of style when you can create your own, with Kmart.