Kmart—with private brands Basic
Edition and Route 66—creates its own
wardrobe, with most apparel created
in-house by 200-plus designers hailing
from Burberry, Club Monaco, Liz Claiborne and Old Navy.
“We came into this as the underdog
after our bankruptcy six years ago,” says
Lisa Schultz, executive vice president
for apparel design at Sears and Kmart.
“To differentiate ourselves, we had to do
Your Oasis in Manhattan.
If shoppers won’t come to you, go to
them … online. Retailers see “e-tail” as
“Everything you sell online makes
you more profit,” says Mincarelli, who is
also an industry consultant. “You have
no overhead. Someone takes it off a shelf
and mails it, which is cheaper than a Fifth
Avenue showcase with salesclerks.”
Last year, the Internet provided Nordstrom its only revenue gains— 8. 4 percent,
to $686.2 million for 2008—while overall
sales dropped 6. 2 percent, reports trade
pub Internet Retailer.
Twitter.com lets shoppers feel in
the know without delay. Its audience
boomed from 1. 1 million to 14 million
unique visitors in one year, reports
Internet Retailer. Those who “follow” a merchant see their 140-character “tweets.”
That’s where Nordstrom, Kmart, Hot
Topic and Louis Vuitton announce sales
and dish about celebs wearing their garb.
Louis Vuitton’s tweets alerted readers to
handbag styles sold solely on its website,
weeks before they hit stores.
Kmart also has been “socially aggressive,” tweeting and maintaining pages
on MySpace, Facebook and You Tube.
MyKMart.com posts shopper reviews
and the chain’s own blog. Also, the site
Kmartdesign.com video-profiles designers. “We’re capitalizing on the Project
Runway trend,” Schultz says.
In such ways, the recession has let consumers peek behind retail’s curtain. What
they find is that tough times can bring out
the best in businesses and customers.
Greed has yielded to gratitude. With
shoppers reining in reckless spending,
“retailers, designers and fashion executives have a definite appreciation for
small gains,” Foley says. “There’s a
renewed realization that small accomplishments add up to big ones.”
Our popular complimentary amenities
include an expansive European
breakfast, daily New York Times,
wireless internet, business center,
conference & meeting rooms, cardio
fitness room, Black Duck Restaurant
and weekend live jazz. Present
Amtrak ticket at check-in to receive
refund of cab fare from station.
122 East 28th Street
atlantic stars hotels and cruises
NEWYORK • MANHATTAN • TIMES SQUARE
330 West 40th St.
New York, NY 10018
Telephone (212) 967-9494
Fax (212) 967-9790
Reservations (800) 228 2800
Comfort & Convenience in the heart of NYC!