Kmart Celebrates 25 Years With Jaclyn Smith

Kmart celebrated the 25th anniversary of the Jaclyn Smith brand at a party in Manhattan September 13, but the attention wasn’t only on the past.
Smith appeared at the event to announced that Kmart would be producing a limited-run line of products–- “home as well as apparel,” she noted– that would benefit breast cancer research. Smith, who is a survivor of the disease, said one dollar from the sale of each item would go to the Breast Cancer Research Foundation.
Mark Snyder, Kmart’s chief marketing officer, told HomeWorld Business that Smith’s home furnishings line, introduced two years ago, remains a dynamic element in the overall brand, and that Kmart is looking to expand it further. The line, which launched with RTA furniture, home textiles and bath accessories, grew last year with the addition of lawn and garden.
Recently, Kmart has introduced new apparel elements to the Smith line, including juniors and swimwear, as it moves to position the brand for younger shoppers. However, Snyder added that Kmart regards the brand as multifaceted, and that it wants to develop the apparel and home elements in tandem, building on earlier introductions and increasing customer demand.
Snyder said customer response to the brand would be critical in determining just what new product segments Kmart would explore, but he noted that developing fresh initiatives remains a priority. Kmart customers want to make their homes more beautiful, he said, and the Jaclyn Smith brand is a vehicle the retailer will use to help them fulfill that desire.