# Authoritative Apparel Ads Kmart's 'I Can' Commercial Aims to Empower Its Consumers By Riley von Niessen | Published 2017-09-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/i-can References: [youtube](https://www.youtube.com/watch?v=frv64BFwGFY) & [kmart](http://www.kmart.com/) In an effort to appeal to a demographic of women who are sick of brands presenting them in a manner that's secondary, this Kmart commercial called 'I Can' was created. Throughout the ad, models walk in front of a colorful backdrop wearing a variety of [professional-looking ensembles](https://www.trendhunter.com/trends/on-your-own-time). At one point, large white letters that spell "I CAN'T" appear, which the women smash down with a sledge hammer so it reads "I CAN" instead. With this, Kmart aims to show that when one carries themselves with the kind of confidence that its apparel helps to promote, they're capable of accomplishing anything in the world. By highlighting its professional styles, the retailer shows that its consumers can look great for an affordable price as well. ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 3% | Activity: 4% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Empowering Advertising:** Opportunity for brands to create empowering ads that resonate with women by challenging traditional stereotypes. - **Confidence-boosting Fashion:** Growing demand for fashion brands that promote confidence and self-expression through stylish and affordable professional looks. - **Affordable Professional Apparel:** Disruptive innovation potential for retailers to offer professional-looking ensembles at accessible prices, catering to budget-conscious consumers. ### Industries Being Reshaped - **Fashion Retail:** Fashion retailers can seize the opportunity to cater to the demand for confidence-boosting professional apparel among women consumers. - **Advertising and Marketing:** Innovation opportunity for advertisers to create authoritative and empowering campaigns that challenge traditional brand representations. - **Women's Empowerment:** Organizations focused on women's empowerment can collaborate with fashion brands to foster confidence and promote inclusive messaging in their ads. ## Related on Trend Hunter - [Empowering Women's Campaigns](https://www.trendhunter.com/trends/prettypowerful.md) - [Back-To-School Fashion Campaigns](https://www.trendhunter.com/trends/backtoit-campaign.md) - [Empowering Woman-Inspired Campaigns](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman.md) - [Empowering Summer Campaigns](https://www.trendhunter.com/trends/empowering-summer-campaign.md) - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md) - [Accessible Sportswear Campaigns](https://www.trendhunter.com/trends/accessible-sportswear.md) - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md) - [Choreographed Retailer-Backed Commercials](https://www.trendhunter.com/trends/gap-and-parker-posey.md)