Kmart announced today that the Style Showoff contest web site, Kmart.com/style is now live! The site is kicking off Kmart's nationwide search for the country's next style guru to serve as a fashion ambassador for the brand. Customers wishing to show off their signature looks will be judged by a celebrity panel on both style and substance. Anyone 18 years or older can illustrate their fashion sense by uploading a photo of themselves in their uniquely created ensemble onto the web site. Each uploaded image will require a brief style statement of 50 words or less, explaining the inspiration for their design. The contestant's creativity will be categorized and judged within four style segments: casual, classic, trendy or sporty.
"We are looking for someone with creativity and their own unique style," said Kiersten Geiger of Glamour Magazine. The winner's entry should really showcase the ambassador's ability to work with Kmart as they make the stores a fashion destination for mixing it up head-to-toe."
"Our signature at the design center is the ability to create fashions that are both original, trendy and fashion forward," adds Lisa Schultz, Executive Vice President of Apparel Design at Sears Holdings. We believe this campaign will not only help cultivate talent, but also enhance our ability to tap into the creativity and design savvy that we know exists in the market."
The lucky (and stylish) customer will receive a once-in-a-lifetime chance to appear in Kmart's national advertising campaigns as well as spend a day working with the brand's private label designers in their Soho-based design center. The grand prize winner will also receive $10,000 in Kmart gift cards and a trip for two to New York City complete with theater tickets.
The celebrity judging panel will feature high profile stylists and influencers in the fashion industry such as actress, model, and designer Jaclyn Smith, style extraordinaire Jorge Ramon, Sears Holdings executive apparel designer Lisa Schultz, fashion expert Kiersten Geiger of Glamour Magazine, fashion editor Victoria Sanchez of Latina Magazine, and Barbara Bundy, Vice President of FIDM.
The competition is slated to begin on March 9 and finalists will be chosen on May 6 in Los Angeles by the celebrity judging panel. Following the announcement of the grand prize winner on May 13, awards will be given to 185 additional contestants. The 10 first prize winners will receive a trip to New York City, a $50 Kmart gift card and a Flip Video Ultra Shoot and Share Camcorder. The 175 second prize winners will receive the same camcorder and a $10 Kmart gift card.
The competition comes on the heels of Kmart's introduction of three new lines: Piper & Blue in the juniors' category; the Hispanic-tailored collection, Limon & Sal, for young men; and Wckd, which features a cutting edge collection for both young men and women.
For more details on entering the contest, log onto Kmart.com/style. About Kmart
Kmart, a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a mass merchandising company that offers customers quality products through a portfolio of exclusive brands that include Jaclyn Smith, Joe Boxer, Martha Stewart Everyday and Route 66. For more information visit the company's website at http://www.kmart.com/ or the Sears Holdings Corporation website at http://www.searsholdings.com/.
First Call Analyst:
CONTACT: Amy Dimond of Sears Holdings, +1-224-735-8983,
ADimond@searshc.com; or Elizabeth Schupp Baxter of Euro RSCG Worldwide PR,
+1-212-367-6875, Elizabeth.Baxter@eurorscg.com, both for Kmart