Kmart Australia has launched its 2022 October apparel range across women’s, men’s and kids, which hones in on the brand’s low price points.
The new range was launched at an event in its Melbourne CBD store last week, with all product prices below $35.
Alongside the event, the new range was launched across the board by Kmart’s internal creative team - Wellcom, Dentsu and UM - reaching customers across digital catalogues, in-store, online, EDM, social and OOH.
Speaking to the range’s low prices and customer accessibility, Kmart’s head of marketing Rennie Freer said the new range is launched amid customer insights.
“Throughout our recent brand redirection, we asked our customers why they love us, what’s unique about us and the role we play in their lives,” Freer said.
“The feedback was loud and clear: ‘Kmart allows us to afford the luxuries in life we feel we deserve.’
“That’s why we are so proud to offer customers the products they need and the products they want, at the prices they can afford.”
Developed by Kmart’s in-house design and buying team, the new October Apparel range brings trend looks across a variety of colours. It also offers accessibility, with a keen focus on size diversity.
Kmart was first launched in Australia in 1969, in Burwood East, Victoria. Today, the brand has over 300 stores across Australia and New Zealand, serving millions of customers annually.
The brand harnesses over 44,000 team members.