The shoe department used to be something that Kmart outsourced. That changed when the chain decided to take over its own shoe business as part of its strategy of raising its fashion profile while remaining committed to price points its shoppers expect.
Tracy Van Hoven, chief merchandising officer, footwear for Kmart parent Sears Holdings, recently spoke with BNET about the company's change in direction and what it is looking to accomplish with its new approach.
"Footwear is critical to the Kmart merchandising mix for a number of reasons, including the fact that shoes and accessories are the simplest and most affordable way to update your wardrobe. Footwear is also a proven traffic driver as trends move, seasons change and individual style evolves," said Ms. Van Hoven.
"Our recent efforts have been designed to optimize our merchandising mix by taking the following into consideration: gender and age; core versus fashion merchandise; seasonality and key selling periods; pricing and promotions; region and climate... We know that customers consistently buy footwear based on comfort, style, price, and brand. We build all of our products with these attributes in mind. Finally, offering key national brands like Disney, Nickelodeon, Protégé, and NSS skate shoes for kids, juniors, and young men ensures that we are a true footwear destination for the entire family."
Discussion Questions: Do you see it as a positive that Kmart took over its footwear department rather than outsourcing it? Is the company's product selection, pricing and presentation in stores and ads making the statement that needs to be made to build the business?