The 23-strong team includes a mix of domestic and international designers, who will follow recent efforts to streamline the discount department store’s fashion offer. This includes debranding the entire Kmart fashion range and removing excess swing tags and product stickers to reduce packaging costs and lower consumer prices.
Kmart apparel manager Andre Reich said the ongoing restructure has also seen it effectively “cut out the middle man” and source direct.
““In the past, we had a local guy who we’d go to when we needed a dress; he would have to design it, pass it to an agent, then pass it to the factory, ultimately passing on more cost to the consumer. What we’ve essentially done is eliminate cost from that process.”
Kmart’s creative team now deals directly with manufacturers, designing pieces to meet current trends, which are sent to Kmart members heading factories in Shanghai, Hong Kong, Deli and Bangladesh. Reich said further design initatives will be introduced in 2011.
“We’re really at stage two now. The plan is by Christmas to have another seven designers on board. If we have a team of 30 we’ll be able to start to mimic what we’ve seen overseas with stores like H&M and Walmart and release new trend pieces in line with the middle market retailers who normally lead the way.”
Reich revealed plans for a major fashion overhaul have been underway for the last three years, with the latest changes marking a major milestone. “H&M are now taking catwalk looks and turning them around into stores within 36 hours. That’s where we’re headed.”
H&M: Kmart goal.
