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.

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See the October 2017 issue of Home & Textiles Today. In this issue, we look at the Top 25 Online Retailers.  H&TT's exclusive annual ranking of the biggest online sellers of home textiles finds that while pure play etailers continue to fly, bricks & clicks are digging into omnichannel. See details!