Kmart Corp.: Martha Stewart Everyday campaign

In 1997 Kmart Corporation wooed Martha Stewart back. She had taken the position of Kmart lifestyles consultant and Home Division spokesperson in 1987 but had, according to Stewart, been alienated through "unimaginative" retailing and "no quality control." As Stewart ascended to the status of lifestyle maven for American culture at large in the early 1990s, she worked her way out of her contract with Kmart, which was descending to the verge of bankruptcy.

Kmart Corp.: Martha Stewart Everyday campaign

William D. Baue

OVERVIEW

In 1997 Kmart Corporation wooed Martha Stewart back. She had taken the position of Kmart lifestyles consultant and Home Division spokesperson in 1987 but had, according to Stewart, been...