Today Nicki Minaj showcased some of the clothing what will be a part of her Kmart clothing line debuting this month. My first thought was "What a great marketing decision on the part of Kmart!" It isn't a secret that Nicki Minaj has a huge fan base. This clothing line will bring people into Kmart stores for clothes who would previously have never been caught dead wearing something from Kmart, or even shopping at Kmart.
I've definitely been noticing Kmart has been actively trying to capture Black patrons, or Urban patrons, if you will. Their back to school campaign featuring the Yo Mama and My Limo commercials were a clear representation of that.
Strategic partnerships are an essential part of a successful marketing mix, and this is certainly a very strategic partnership on Kmart's part. Nicki Minaj has been retweeting her fans all evening who are exclaiming with happiness about getting down to Kmart and grabbing her clothes. I will not be surprised at all if it sells very well.
Will you be heading down to Kmart to purchase something from the Nicki Minaj line?