This year, Kmart is hoping that better advertising and its newly launched Joe Boxer line of products will draw enough shoppers. Kmart signed the Joe Boxer deal last year specifically with young adults in mind. Television and print ads are tying Joe Boxer with back-to-school shopping. This month, Kmart stores began stocking a variety of Joe Boxer dorm necessities for college-bound shoppers.
The last few months of the year are crucial for Kmart and many other retailers. Roughly one-third of Kmart's annual revenue comes in the fourth quarter. "We do more business at this time of the year than at the holidays," says Michele Jasukaitis, a Kmart spokeswoman. "Traditionally, people go into the store to buy things in bulk, then their kids start school and see what their friends are wearing and then they come back in and buy a few key items."
Moderator Comment: What does Kmart need to do to set itself apart from other retailers selling school supplies and clothing? Will it be able to distinguish itself from the competition?
Having products/designs that can not be found at every other retailer would be a great start. Unfortunately, the likelihood of this happening is... well, let's be honest, there is no likelihood that this will happen. [George Anderson - Moderator]