TROY, Mich. - Ailing Kmart Corp. launched a new marketing campaign Monday that targets black and Hispanic shoppers. <br>
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The campaign, which will be released in stages, begins with radio advertising in markets with a strong black consumer presence. The spots feature original music by Chaka Khan and BeBe Winans. <br>
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"Music plays such an important role in the lives of the African-American community, and the world in general," said Khan, known for such songs as "I'm Every Woman" and "Ain't Nobody." <br>
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In the coming weeks, television commercials will be released in black and Hispanic markets, with Spanish-language spots featuring music by Jose Feliciano. <br>
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As with the retailer's recent general consumer campaign, the tagline for the new ads will be "Kmart. The Stuff of Life," or "Kmart. Los Cosas para La Vida." <br>
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The Troy-based retailer filed for Chapter 11 bankruptcy protection in January, after lower-than-expected holiday sales, downgrades by several credit rating agencies and a slumping stock price. Kmart has struggled to compete with less expensive Wal-Mart Stores Inc. and trendier Target Corp. in the discount market. <br>
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Steven Feuling, Kmart's senior vice president of marketing, said the retailer appeals to the multicultural marketplace. <br>
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Multicultural consumers make up 39 percent Kmart's customers each week, with blacks and Hispanics making up 32 percent of its shoppers. <br>
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"We understand the value of these very loyal consumers and know our continued commitment to their shopping needs and their communities is a crucial element in Kmart's growth and success," Feuling said in a statement. <br>
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