Kmart's Genius Marketing Decision: Nicki Minaj Clothing Line | NESHEAHOLIC

Tuesday, October 8, 2013

Kmart's Genius Marketing Decision: Nicki Minaj Clothing Line


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?
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7 comments

  1. Not a Nicki Minaj fan but if I see something I like I get it. So it will probably be the same for her line.

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  2. Also not a fan of here but the idea was GENIUS and I really hope it allows Kmart to prosper! Such a great company that I'd love to see come out on top! Thanks for sharing & further spreading the word! Great blog!

    ► XO • KIMBERLYLUXE

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  3. my daughter is curious so we plan on going to kmart to check her stuff out. i'm not interested at all! i also noticed that sophia vergara has a line of clothing there too. great marketing for sure! if my daughter sees something she will probably buy it. she's quite the fashionista!

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    Replies
    1. I have a couple things from the Sofia Vergara line. She actually has some pretty nice dresses.

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  4. I wouldn't even know where to find a Kmart, honestly, but lately a lot of their clothing collaborations have interested me. There's always Kmart.com!

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  5. Our local Kmart's are going out of business.

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    Replies
    1. For a while I thought ALL Kmarts were going out of business, but I guess they got a second wind.

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