Kmart Australia
Lowest prices, for life.
Graphic Design & Illustration / Trend Development / Product Design & Development / Collaborating with suppliers for cost-effective solutions.
Deliverables
Kmart, a household name known for its accessibility, was facing increasing competition from fast-fashion giants like ZARA, H&M, and Uniqlo. As the fashion landscape evolved, Kmart needed to stay ahead of current trends while remaining true to its value-driven proposition. With the rapid growth of fast fashion and an unpredictable economy, Kmart sought to attract a younger, trend-conscious audience without alienating its traditional customer base.
Opportunity
While Kmart is known for its affordability, there’s no reason why it couldn’t be stylish as well. We conducted in-depth research into popular youth culture brands and identified common archetypes in menswear—Sport, Street, Surf, and Preppy. By analysing the key patterns within these archetypes, we developed a trend-forward yet accessible product range. This collection not only aligns with youthful aesthetics but also ensures that Kmart's loyal customer base still feels at home with the brand.
Solution
