NATIONAL: Kmart has cemented its position as a discount department store, with price points set to fall dramatically across its entire fashion range.
A new merchandising strategy has seen prices plummet by close to 50 per cent on key garments, with children’s leggings falling from $10 to $6 and women’s dresses slashed from around $49 to $29.
Kmart general manager of apparel Andre Reich said the company’s fashion department had been overhauled in a bid to satisfy its family-focused customer base. He said fashion buying had now become more refined, with a clearer and more precise selection of trends sourced for the Australian market. Greater volumes of top-selling items will guarantee lower price points for consumers, while broader aisles in-store and single prices on racks aim to encourage foot traffic.
Integral to the change is a new promotional campaign, which is currently on national television. Also key is a new approach to the store's weekly catalogues, which will feature price pointed merchandise groups and more sophisticated imagery reflective of magazine editorial shoots.
At the store's winter 2010 showing, Reich showed on trend womenswear pieces such as narrow leg jeans, oversized cardigans, boyfriend blazers and modestly embellished tops. The women's activewear line, Sports Limited, has been grouped into categories to make it easy for consumers to find appropriate attire. Yoga, Training, Aerobic and Gym and Walking are clearly labeled.
For men, less obvious branding on garments, basics in multiple colour options and on-trend check shirts and T-shirts were core.
For children, the offer interprets adult looks, such as ballet flats with sequins and printed leggings for girls, or puffer vests and college T-shirt's for boys.
Accessories have been narrowed down to interpret key trends, such as black platform heels, patent-look gumboots, slouch ankle boots or Chanel inspired quilted handbags.
For more information pick up a copy of Ragtrader's February 12 issue.