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Wednesday 5 October 2011

Kmart - fashion at low prices. Shauna Miller shows us how

I am officially in love with Kmart.

Actually, it's a re-ignited love affair.

I recall going to my first Kmart in the 1970s.

Mum still recounts the grand opening day of the Hamilton Road, Fairfield West (NSW) store, which saw lots of fanfare and excitement around this new concept in shopping.

Indeed, when in 1969, Kmart - Australia's first discount department store - opened in Burwood, Victoria it was at a time when ladies dressed in pillbox hats and twinsets.

Fast forward today, and after a recent re-launch for the iconic brand (I am still not sick of the clever, yet very simple 'OK' ad campaign), today I had the pleasure of attending the brand's kick-off-the-season fashion parade, where managing director of Kmart Guy Russo spoke about the stores's complete overhaul (more on that in another post), and where special guest, US blogger Shauna Miller of http://pennychic.com/ was flown in especially to showcase the revamped company, and explain its new ethos.

See the Kmart ad campaign here:

Here is what Shauna is all about:

And here is a clip of Shauna at work:

And another one:

Someone give this talented woman a TV show, stat! She's a natural, and completely immersed in what she preaches: chic fashion at cheap, non-exy prices.

More on the new Kmart fashion range for the Spring/Summer 2011/12 season to come in the next blog post.


  1. Unfortunately, this woman is like all the rest, telling us what we've always known, to shop in places like Kmart, Target and Big W, it's nothing new and never will be. It doesn't make them experts because they believe they thought of it first. It's been around since the dawn of time.

  2. @Jewel Diva - You missed the point completely. Shauna isn't just telling you to shop at some random big box store. She's explaining how you can create fashionable outfits from stores not historically known for offering fashionable clothes. It is a way for people on a limited budget to follow more of the trends, no matter where they live.

  3. Thing is, Shauna is a new breed of savvy shopper, who takes it even a step further than most - adding oomph to an outfit and styling it up simply, all using ridiculously cheap - but excellent quality - basics. And this is why it was such a pleasure to attend the Kmart launch. Real passion behind what they do. Real passion behind what Shauna does. Gotta love that.

  4. Shauna is great. I live in Canada and follow her blog/facebook page. She has some cute ideas. I do take exception to your quote, "excellent quality." Let's face it, most of the time the clothes at a 'big box' store can be cute/trendy but they are almost NEVER well made. I call it throw-away fashion but trends usually don't last that long anyway, so why pay big bucks for them. :)

  5. I checked out Shauna's blog, penny chic and got a lot out of her styling tips and ideas!