Kmart, Martha hope new Star System shines
Staff Staff -- Home Textiles Today, October 29, 2001
Martha Stewart Living Omnimedia and Kmart have announced the implementation of their new Star merchandising strategy with the Martha Stewart Everyday (MSE) product line.
Intended to help consumers find the tier of product best suited to their needs, the Martha Stewart Everyday Star System divides the line into the good, better and best labels of 3-Star (formerly the Blue Label), 4-Star and 5-Star. Currently, the system only affects bedding, bath and some hardlines, but will be integrated to other categories over the next few years.
The Star designations will appear on all new MSE Bed and Bath packaging and on product tags. Stores will further differentiate between the tiers with signage and overhead graphics.
The 3-Star line is the lowest priced line in the Martha collection. It includes packaged bedding sets in 13 solid colors and 12 patterns in 180 count, 50 percent polyester/ 50 percent cotton sheets, as well as cotton towels and coordinates in 18 colors. The line has also just debuted solid, reversible comforters.
Bowed a year ago, the 4-Star assortment is sold as open stock so customers can choose their own looks, and the same color palette was used for both the bed and bath lines. The cotton-rich sheets are available in eight solid colors and eight pinstripes, with coordinating comforters available. The towels are 100 percent ring-spun cotton and available in 11 solid colors and four striped patterns, with coordinating tub mats and bath rugs.
At the top tier is the 5-Star collection, which was introduced this past spring, and which offers customers the highest quality in MSE. The sheet program offers 250-count 100 percent pima cotton and 230-count 100 percent cotton sateen products. Top-of-the-bed includes detailed quilts and shams, coverlets and jacquard bedspreads.