KMART

HISTORY OF KMART CORPORATION Sebastian Spering Kresge founded Kmart flock in 1899 under the name of S. S. Kresge in Detroit. By 1912, S. S. Kresge comprised of 85 stores with sales in excess of $10 million. Kresge stores appea direct to shoppers by providing low prices, open displays and convenient locations. The stores were the largest retail stores for that close with store layouts between 7,000 and 19,000 square feet.

Kresge was a retailing leader by locating in the first-year suburban shop center in Kansas City in 1929 and launching a newspaper-advertising program in the early 1930s. Print advertisements still get the hang Kmarts advertising with over 70 million circulars hebdomadal inserted in more than 1,500 newspapers nationwide.

In 1962, the company opened its first discount Kmart store in Michigan. By 1966 there were 162 Kmart stores in operation. The Kmart stores were larger comprising of 50,000 - 70,000 square feet per store. Kmart continued accelerated growth passim the 1960s and 1970s and by 1977 comprised 95% of S. S. Kresge sales. The company was changed to the Kmart Corporation in 1977.

This growth was achieved primarily through innovative cloak-and-dagger label development and expanded product mix. His introduction of the Jacqueline metalworker line of womens apparel increased guest traffic, which led to stronger same store sales growth.



Other celebrity endorsements suck since included Martha Stewart, Kathy Ireland, Mario Andretti and Fuzzy Zoeller.

Success at Kmart apparel was payable largely to the merchandise selection that appealed to a larger customer base. The apparel merchandise mix was changed to appeal to the 25-45 year emeritus customer, the budget conscious mom. By expanding the customer base, Kmarts strategy was to retain the $25,000 family income customer and target the income level consumer up to $50,000 as well. In addition, Kmart apparel started carrying some of the...

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