Mass retailer Kmart has recently begun to re-brand in hopes to build their image as a retailer for fashion and general merchandise. To make their stand at Mercedes-Benz Fashion week more memorable, Kmart is supplying attendees with an assortment of small essentials to get through the event.
To access the Kmart survival kit, you can send a request to @KmartFashion over Twitter and decide on a place to meet and pick up the goods.
Implications - Companies that are typically associated with low-budget and affordable products can expand their target demographic by taking steps to appear accessible to a larger audience. One way to do so is by presenting brands in a modern and fashionable way that is aesthetically appealing to a wide range of people.