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New Kmart site profiles design process for home, apparel

Hoffman Estates, Ill. – Kmart has launched www.kmartdesign.com, a site that provides insights into the company’s design process for apparel and home products through a series of documentary shorts shot in the retailers' design offices in Chicago and New York as well as on the road in London and Paris.

Chief home design officer Theresa Strickland allowed the film crew to record her team’s bi-annual trend trip to Europe for the spring 2010 line. The site also features behind-the-scenes footage of Jaclyn Smith working with Kmart’s design teams on her exclusive merchandise for the company.

"What I love is that it isn't just an ad or a Web site with videos," said Strickland. "The designers are contributing inspirational photos, fashion tips and trend information, both on the KmartDesign.com and on Twitter.com/Kmartdesign sites. The video content is being shared with design and fashion blogs and uploaded to multiple video-sharing sites. We've even started developing our own blog."

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