TikTok has made Kmart cool again. Kmart has gained a new cult following among the social media savvy Gen Z. With over 3.3 billion impressions across social media in the past 12 months, Kmart has been reinventing itself as a bougie on a budget retailer. Kmart has been brilliant in connecting to its new youthful audience using social media platforms such as TikTok to market its products. With Kmart’s success on TikTok, the company has decided to expand its beauty and storage ranges in response to the surge in demand for these categories.
So how has Kmart found success on TikTok? Firstly, Kmart is product-centric in its TikToks, often featuring the product front and centre in each shot. Each TikTok will usually show a demo of the product with some funky music. Each product is sold as an accessible and affordable solution for an existing problem for the customer. Some patterns you see in the Kmart TikTok account are beauty demos, organising spaces, interior decorating and OOTD Kmart finds. One of my favourites by the Kmart TikTok account was an ASMR video featuring microwaveable slippers, being marketed as a cosy Mother’s Day gift.
Kmart also markets itself on TikTok as having dupe products of more expensive brands. For example, in one of Kmart’s TikToks, they shop the look of Hailey Bieber’s Coachella outfit using Kmart clothes. A TikTok user made a video comparing Kim Kardashian Skims to a Kmart shapewear. The TikTok went viral, and I even searched at my local Kmart for the Skims duplicate myself, too bad it was all sold out!
Kmart has done a clever job in using content creators to promote their products into going viral. For example, Emma Handsom shared a wardrobe capsule with all clothes in the video from Kmart and under $70. The TikTok went viral with 85,000 views and many of the clothes featured in TikTok became sold out as a result. Another TikTok which went viral, was a Queensland woman organising her pantry using Kmart glass containers, baskets and wooden trays which received 2.9 million views on TikTok. Some examples of TikTok’s made by content creators, are Kmart hacks, craft videos, Kmart beauty looks, Kmart duplicates, shopping vlogs and product reviews.
Kmart has not strayed from its roots, still appealing to existing customers with a low price point and a broad range of products. Kmart’s average customer is spending an average of $480 a year at the retailer. With rising interest rates and tough economic times, Kmart will continue to appeal with its bougie on budget shopping experience.
Keen to see what I might discover at my next Kmart haul!
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