Kmart's 'I Can' Commercial Aims to Empower Its Consumers
Riley von Niessen — September 13, 2017 — Marketing
In an effort to appeal to a demographic of women who are sick of brands presenting them in a manner that's secondary, this Kmart commercial called 'I Can' was created.
Throughout the ad, models walk in front of a colorful backdrop wearing a variety of professional-looking ensembles. At one point, large white letters that spell "I CAN'T" appear, which the women smash down with a sledge hammer so it reads "I CAN" instead.
With this, Kmart aims to show that when one carries themselves with the kind of confidence that its apparel helps to promote, they're capable of accomplishing anything in the world. By highlighting its professional styles, the retailer shows that its consumers can look great for an affordable price as well.
Throughout the ad, models walk in front of a colorful backdrop wearing a variety of professional-looking ensembles. At one point, large white letters that spell "I CAN'T" appear, which the women smash down with a sledge hammer so it reads "I CAN" instead.
With this, Kmart aims to show that when one carries themselves with the kind of confidence that its apparel helps to promote, they're capable of accomplishing anything in the world. By highlighting its professional styles, the retailer shows that its consumers can look great for an affordable price as well.
Trend Themes
1. Empowering Advertising - Opportunity for brands to create empowering ads that resonate with women by challenging traditional stereotypes.
2. Confidence-boosting Fashion - Growing demand for fashion brands that promote confidence and self-expression through stylish and affordable professional looks.
3. Affordable Professional Apparel - Disruptive innovation potential for retailers to offer professional-looking ensembles at accessible prices, catering to budget-conscious consumers.
Industry Implications
1. Fashion Retail - Fashion retailers can seize the opportunity to cater to the demand for confidence-boosting professional apparel among women consumers.
2. Advertising and Marketing - Innovation opportunity for advertisers to create authoritative and empowering campaigns that challenge traditional brand representations.
3. Women's Empowerment - Organizations focused on women's empowerment can collaborate with fashion brands to foster confidence and promote inclusive messaging in their ads.
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