Kmart Breaks the Seal on Christmas 2013 Advertising

…and just like that, the love affair with Kmart advertising ended.

The retail bottom-feeder has recently enjoyed a run of accolades over its refreshing commercial spots. <<Quick Rewind: First it was ‘Ship my Pants’ and ‘Big-Gas Discounts’ – then a string of Back-to-School spots featuring playground rhymes and crimes of retro 90s fame (The “Yo-Mama” dis spots being my personal favorite).

First to climb up the 2013 tree!

But with over 100 days till Christmas (that’s right, the countdown still beats in the TRIPLE digits) the same army of “Don’t rush the season!” scrooges that usually have to wait until early-October to rise up are absolutely LOSING IT!

Here’s the spot:

Cool it, perma-bah humbugs.

I can’t imagine the piles of coal Santa must have left in your childhood stockings; y’all are NEVER happy to see the holidays! The spot doesn’t reek of holiday cheer – just a few faint bells and a scantily clad cookie. It’s not an overrun exposé of buy, BUY, BUY! but a subtler, non-specific “calm before the storm” reminder to start planning now so that you (and your wallet) aren’t over extended closer to year-end.

And, you gotta understand Kmart’s position.

The retailer has been playing second fiddle to Target and Walmart for far too long (wait – that analogy doesn’t even begin to describe the magnitude of the situation… more like trying to play a microscopic fiddle without a bow and the fiddle has been stepped on a few times). Now, for the first time in years ever people are actually taking notice of their ads, they’ve got to make the first appeal to holiday shoppers; opportunity knocks!

According to the National Retail Federation (NRF), 12% of consumers begin their holiday shopping before September, 6% during and another 20% kick it off in October.

And while the stock market continues to surge, consumers are still wary from a frugal 2009/2010.

Getting out in front of the others with a campaign that reminds shoppers of expanded layaway promotions isn’t just smart; it’s k(s)mart!

…No? I’ve used that corny play on words too many times before? OK, it’s brilliant!

While Kmart’s ad sets a new high-watermark for “Christmas Creep” – they’re expanding the retailer role in providing joy under the tree. Kmart doesn’t just want to be the place you run for door-busting specials, they want to work with you and help budget throughout the entire holiday shopping process.

Great move, guys. (The spot could have been just a bit funnier, though. The cookie’s creep factor is at 3 – it needs to be at like a 7-8 (aka Burger King ‘King’-creepy)). :P

High-fashion gateway drugs – this Christmas, at Target

Relax, Blu. Now you can go to Target for your ‘Neiman-Marcus shopping spree-ah.’

We’ll admit we were concerned when we first heard Neiman Marcus was partnering with Target on an exclusive collection this Holiday. (Original blog post)

It’s not without the potential of being a win-win.

Target, always looking for new ways to distance itself from down-market, low-cost leader Wal-Mart, would boast a plethora of new limited-edition designers. And Neiman’s, struggling to tread water in a sea of high-end department store adversaries, could earn the attention and (eventual) patronage of next-gen fashionistas.

But would the spread in purchase parity prove too great for either party to garner any mutual / residual benefit?

I mean, how would a Herrera halter look hanging on a white plastic hanger?
Who wants to put their new Oscar de la Renta suit on the conveyor belt up at the front check lanes?

Of course we didn’t expect the 20+ design houses tapped for the promotion to simply migrate product from one store to the other, but the fundamentals of brand resonance still apply.

While it may be another six weeks before we know for sure whether Target is wasting precious holiday floor space, the collection’s preview looks promising!

Current landing page. View here.

As you browse through the 50+ pieces, you’ll come across only a few price outliers in terms of same-department, Target alternatives (Tracy Reese blouse, $79.99, Marc Jacobs scarf, $69.99).

That’s because instead of simply offering re-tooled design staples, our fashion icons have opted to apply signature brand affects to unique, everyday products.

 

Instead of women’s couture, Herrera applied her essence to mini travel bags and a stationary set.

Instead of leaning on their men’s formal wear fame, Oscar de la Renta commissioned a canvas tote and signature pet products.

It’s a branding tactic we’re calling the ‘gateway drug.’

The Neiman-Target collection doesn’t boast hard-core, high-dollar, all-or-nothing pieces. Instead, simple everyday items that capture the essence of brand. It’s brand introduction at its finest.

A win-win for any of the brand targets, really.

While existing brand loyalists can augment their current library with net-new component pieces, less affluent one-time browsers can finally convert, securing their very first.

Tis the season to splurge…

Sure, $19.99 is a bit more than you need to extend in securing a functional lunch box, but Christmas is the time to treat yourself and the ones you love…and this it Tori Burch!

Lunch box, $19.99. Thermos, $24.99.

To be successful in the Target ecosystem, the Neiman’s line will need to fit in, enhance, and inspire.

If the preview is any indication, check, check, and check.

We should never have doubted you, Target – and we can’t wait to see the collection in store next month!