Kmart CMO Snyder Talks Back-to-School

Apparel will be a big focus for Kmart this back-to-school season. The retailer, a division of Sears Holdings Corp., is rolling out new collections such as Dream Out Loud by Selena Gomez, Bongo and Rebecca Bonbon. A recent survey by the National Retail Federation found that teens and tweens will shell out more of their own money for school apparel this year—a timely trend for retailers like Kmart. Still, consumers continue to focus on value, which is why Kmart is also offering layaway and its “Shop Your Way Rewards” program, said CMO Mark Snyder. In an interview with Brandweek, Snyder, a former Holiday Inn marketing exec, discussed Kmart’s back-to-school strategy.