Kmart launches multicultural marketing campaign

Troy, MI — Looking to further tap into its vast shopping population, Kmart unveiled a national radio campaign specifically targeting African-Americans and Hispanics as part of its multicultural marketing program.

Radio and television advertising are the initial stages of the campaign, which will feature original music by Chaka Khan, BeBe Winans and Jose Feliciano. The commercials will be seen on network and cable outlets that directly reach the Hispanic and African-American consumer within the next several weeks.

Currently, multicultural consumers make up 39 percent of the nearly 30 million people who shop at Kmart each week. African-Americans and Hispanics alone account for 3 2 percent of the retailer's shoppers.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Featured Video

  • The Countdown to the ICON Honors Continues featuring Christophe Pourny

    Camera Icon More Videos

CURRENT ISSUE

HTT digital edition

See the May 2017 issue of Home & Textiles Today. In this issue, we discuss our annual Market Basket survey, which finds higher prices and more polyester at leading retailers. See details!