Kmart Redesign: c+s

c+s is Kmart’s premium children’s line inspired by the quality and luxury of Catherine & Sebastian. Through research, we determined that, though Kmart might believe they are targeting the young female shopper with children, it has lost site of it’s demographic and are actually targeting 55+, low income persons. While Kmart should focus on catering to their current clients, they should be focusing on recovering their original demographic and capturing new shoppers for the future.

c+s is designed to appeal to these families with young children, specifically, young mothers, who want a one stop shopping “experience” for name brands that are cost effective for their families. c+s is also designed to attract the more affluent consumer who appreciates quality, but who are also price conscious.