Q&A: Sears Holding Chief Footware Marketer Plugs Kmart Pumps

Kmart has introduced its Look Book for footwear, a buckles and bows filled style guide to a product segment that is becoming more important in the retailer’s apparel and accessories business.

Until recently, Kmart’s footwear departments were operated by Footstar’s Meldisco division under a contract that expired at the end of last year. Now, Kmart is operating footwear in accordance with a larger strategy that presents apparel and accessories in a better unified, more dynamic manner. Along with a revitalized Jaclyn Smith line that is helping boost the style quotient at Kmart, the retailer introduced the Protégé brand in February to give footwear a fashion leg up.

The centerpiece of a Kmart foot fashion relaunch, the Protégé line of affordable footwear and apparel was created by National Basketball Association star and New York Knicks forward Al Harrington. It falls in with a range of exclusive and famous name brands, such as Disney, that Kmart offers under license to prompt greater customer consideration of a footwear assortment that, since the retailer took back control of the department, it is promoting based on improvements in style and value.

Tracy Van Hoven, chief marketing officer, footwear, Sears Holding Corp., detailed for Bnet why the shoe business has become more important for Kmart.

Why has Kmart been emphasizing new footwear products and presentations this year?

Footwear is critical to the Kmart merchandising mix for a number of reasons, including the fact that shoes and accessories are the simplest and most affordable way to update your wardrobe. Footwear is also a proven traffic driver as trends move, seasons change and individual style evolves.

We moved the footwear business to an in-house model this year, away from our long-standing license agreement, so that we could respond more quickly to our customers’ needs and leverage market trends. You will see an entirely revamped product line that builds on the success of our best core products. We now offer a broader selection of on-trend product and enhanced product quality along with new brand offerings, all at great value pricing.

What is Kmart doing on the department level to make the presentation and, ultimately, the product more attractive to customers?

We recognize that we have a diverse customer base and that specific consumer segments buy footwear far more frequently. Our recent efforts have been designed to optimize our merchandising mix by taking the following into consideration: gender and age; core versus fashion merchandise; seasonality and key selling periods; pricing and promotions; region and climate. Taking into account all of these factors helps us ensure we have the most relevant offer for our customers.

So, getting the right shoes in the right stores for the right customers at the right time is the focus, but what other factors do you consider in developing the footwear program?

We know that customers consistently buy footwear based on comfort, style, price, and brand. We build all of our products with these attributes in mind.

Finally, offering key national brands like Disney, Nickelodeon, Protégé, and NSS skate shoes for kids, juniors, and young men ensures that we are a true footwear destination for the entire family.