Kmart also named Albert A. Koch, chairman of turnaround management firm Jay Alix & Associates, as its new chief financial officer, replacing John T. McDonald Jr. Julian Day, former chief operating officer of Sears, Roebuck and Co., was named president and chief operating officer.
Moderator Comment: Does Kmart's new "Stuff for Life" advertising campaign position the retailer as being unique in comparison to its competitors?
According to the Associate Press report, Mr. Adamson is planning to push Kmart exclusive brands such as the Martha Stewart line as a means to differentiate the chain from its competition.
These same brands are notoriously conspicuous in their absence from Kmart's current ad campaign. The introduction of the new television spots (created by TBWA/Chiat/Day in New York) attracted a lot of media attention because Spike Lee directed the commercials.
After viewing the commercials you come to one conclusion. Kmart sells the same stuff that everyone else does. This would not be bad if the prices were lower than Wal-Mart's (which they are not) or there was some other clear benefit to shopping at the chain.
Perhaps, Kmart was trying to emulate Target's positioning. If it was, it did not work. Family life is not chic. No-name bed sheets are not cool.
Mr. Adamson should pull the spots and invest the dollars in putting product on the shelves that Kmart's current customers want to buy. That way both the chain and its customers would be getting something for their money. [George Anderson - Moderator]