Kmart Upgrades Martha Stewart Everyday
By Staff -- Home Textiles Today, 6/25/2007 12:00:00 AM
Hoffman Estates, Ill. —
In a "Soft Home 2007" teaser brochure mailed to consumer and trade publication editors, Kmart shows it is positioning the Martha Stewart Everyday (MSE) soft home program for increased fashion merchandising emphasis this fall – even as rival Macy's prepares its late summer launch of Martha Stewart Collection.
The engaging brochure, which features question-and-answer activities to highlight several design personalities – "Color Conjurer," "Design Devotee," "Restful Romantic" – reinforces the MSE brand as a problem-solving and how-to home solutions resource as well as a lifestyle label.
Products including bedding ensembles, towels, shower curtains, bath accessories and window treatments are displayed with an eye to easy color and pattern coordination. Product descriptions are detailed across MSE 3-, 4-, and 5-star assortments.
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