Have you seen THIS?
After browsing the ads in yesterday's Sunday paper, I felt tempted to shoot an email message off to Sears in response to the launch of their most recently acquired line of clothing: Kardashian Kollection. You know, in all my spare time.
My message would likely have been some long-winded reminder that since their beginnings Sears has seemingly touted a purpose of catering to the average-Joe type of American.
Imagine my surprise at Sears's front-paging (yes, I am using that as a verb) of this sassy and provocative line of clothing brandishing the Kardashian name when what Americans (or perhaps just myself?) are used to seeing come out Sears are commercials and print ads featuring flannel-clad men out mowing their lawns on their Craftsman riding mowers, tools for repairing any imaginable household disaster, and sparkling appliances with every last convenience option a homemaker could hope to have available at the touch of a button.
I will admit that I do not watch any of the Kardashian series and my judgments are simply preconceived notions derived from seeing the previews now and then and so although I am merely guessing here, I feel fairly confident that not one of those Kardashian women has ever done lawn work, much less mowed their own lawn and certainly not on a riding mower. I would be surprised if a single one of them knows a thing about repairs of any kind involving anything outside perhaps, a broken nail. Even then, they have people for that as well, right? As far as taking advantage of the conveniences of an appliance, well, they have people for all those menial tasks too, don't they? Or no?
My point is how does a company go directly from target marketing to the average middle-class American to targeting fashion conscious women who buy clothes based on the brand-name of a family of celebrity divas? And why is Sears, of all the down-to-earth companies out there, soliciting this name to American households?
Perhaps my message to Sears should just go something like what I have been wanting to ask the media and the gossip rags and on my facebook status all along...
Dear Sears:
Why on earth am I supposed to care about these spoiled Kardashian twits?
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1 comments:
I enjoy the Kardashian clothing line at Sears. I believe it will bring a much needed new clientele to the company. I do not purchase the line because of the name on the label, but because the pieces are fashionable and provide an excellent fit for my petite frame. While the clothing in the 'junior' department fits well, the styles are...well, juvenile. The clothing in the women's department, however, is too matronly, and cut to wide for my body type. All of this being said, the line is a breath of fresh air, and I hope it is wildly successful. I applaud Sears for landing such wonderful designers!
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