After overhauling their apparel division, Kmart wanted to rebrand itself as a provider of hip design for the masses. Research showed that many potential customers weren’t even aware that Kmart sold clothing, and those that did attached a negative stigma to the brand. The concept: Women who shop at Kmart don’t want their little secret to get out; if it did, everyone would shop there. SHHH!
Ads of beautiful and stylish models would appear in aspirational magazines such as Vogue, with duct tape covering their mouths and the word, “SHHH”. Customers would be given a password to SHHH.com, where they became privy to exclusive online deals, must-have items, news, trend information, and a social network of other insiders. At checkout, clothing would be placed in special pink bags with the Kmart logo covered in tape printed with the SHHH.com. Popup stores would display apparel with “SHHH.com” duct tape hangtags, which peel-off to reveal the Kmart logo.