Kmart Solves #FashionWeekProblems With An Evergreen program
ICED Media has led the industry-recognized Kmart Concierge Program for four consecutive seasons. Following last season’s extraordinary success with our Chrissie Miller (NYC-based fashion & media personality) partnership, we extended the relationship by producing a new limited-edition, cobranded T-shirt based on the wildly popular social conversation dubbed #FashionWeekProblems.
In order to reintroduce Kmart Concierge in an innovative way, ICED Media kicked off New York’s Fashion Week with a hilarious retro-style infomercial featuring key influencers in the fashion industry. With more than 20 cameos including new and past Kmart fashion ambassadors, the ICED Media–produced video received an overwhelming amount of positive feedback from influencers and consumers alike. ICED premiered the video at the timely IFB Conference and provided Fashion Week survival kits and T-shirts to more than 400 fashion-interested attendees.
In 2011, ICED Media was charged with repositioning Kmart authentically as a credible destination for on-trend, affordable fashion. As a result, we conceived the groundbreaking Kmart Fashion Week Concierge activation by capitalizing on the retailer’s distinct attributes; two NYC locations, 100-year old heritage, breadth of products. We invited leading fashion bloggers and personalities to participate in the concierge program, and by tweeting @KmartFashion using #KmartConcierge, these influencers were delivered on-demand necessities they needed, including the redesigned to get through the hustle and bustle of New York Fashion Week, courtesy of their local Kmart.
The program, now in it’s sixth season, launched to industrywide accolades and has become an ownable moment for Kmart, growing in reach and delivery volume each Fashion Week season. The program singlehandedly catapulted Kmart to the forefront of the digital fashion conversation. Lauded by discerning outlets including Mashable, Refinery 29, WWD, and Lucky Mag and used by some of Fashion Week’s most followed attendees, the program has become an industry model for best-in-class integrated marketing in the digital age.
Platforms Used: Youtube, Twitter, Facebook, Instagram
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