SYDNEY: Kmart is granting Australia's fashion media access to its executive team as part of efforts to continue to promote its brand overhaul.
The Wesfarmers-owned discount department store announced an overhaul of its fashion product in February 2010, with key changes including dramatically reduced price points and greater volumes of fewer items.
Now the retailer has invited media to meet company executives, including managing director Guy Russo and general manager of apparel Andre Reich, at its newly refurbished Chatswood Chase store.
The meet and greet is designed to showcase the brand's future direction, including all things fashion related.
Kmart's current winter offer includes on-trend womenswear pieces such as narrow leg jeans, oversized cardigans, boyfriend blazers and modestly embellished tops. For men, winter apparel includes basics in multiple colour options, check shirts and t-shirts with less obvious branding.
Accessories have been narrowed down to interpret key trends, such as black platform heels, patent-look gumboots, slouch ankle boots and Chanel inspired quilted handbags.
The company's change in brand direction has been promoted throughout 2010 via a national television campaign and catalogues that feature imagery resembling magazine editorial shoots.