Kmart's latest ad "ship my pants" has gone viral. Check it out here. So what does this mean for Kmart? Before now, they were known as a dying brand - one that couldn't compete against the low prices of Wal-Mart and the modern style of Target. Kmart is trying to be seen as a "cool" company amongst competition, but is this "ship my pants" video enough to move over a customer base? Likely no, but it has brought back the Kmart name among many who do not even consider it a shopping option anymore. However, even if advertising is attractive, if the service offered (e.g., outdated stores) is subpar, the advertising is not likely to create loyal customers. Great ad Kmart, but think about making your stores hip to follow along. Also, why are the family members and store employee hugging at the end? Strange...
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