The company didn't define its brand well enough to attract a specific customer base, as retailers like Target and Walmart did. By trying to appeal to everyone, Kmart captivated no one.
As Kmart's vast expansion during the 1960s suggested growth, it ultimately masked underlying challenges; by the early '90s, competition and missteps became evident.
Kmart's first store with its brand name opened in 1962, marking a shift to discount retail that vastly propelled the company to prominence and expansion.
Once the second-largest retailer in the U.S., Kmart operated nearly 2,500 stores by 1993 before beginning a slow decline marked by closures and competition.
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