How does a market leader continue to grow sustainably and strengthen its relevancy among customers? Our client Kmart, one of Australia’s largest retail brands, knows a thing or two about the matter: it takes a long-term vision and a close integration between the brand, supply chain and customer experience.
In 2020, PUSH has worked with Kmart to evolve its brand proposition to help define how they can drive long-term growth for the brand. Centred on the idea of ‘Joy Every Day’, this brand proposition has laid the foundation for a new approach to brand storytelling and an evolved customer experience. Expect to be pleasantly surprised! Kmart will reveal more and more of its ‘backstage’ – from how it sources raw materials all the way to how it designs its products in-house – and will bring new solutions and inspiration to how people shop and use its products.
Live this week is the first of an exciting series of brand stories. Created by their advertising agency DDB, the campaign is dedicated to 100% sustainably sourced cotton: all of the cotton for Kmart’s own brand clothing, towels and bedding is now organic, recycled or sourced through the Better Cotton Initiative, a not-for-profit organisation and the largest cotton sustainability program in the world.
The brand story reflects Kmart’s commitment to enhancing its sustainable practices while retaining its ongoing focus on affordability and everyday low prices.