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Kmart Goes BoHo

For spring and summer, retailer taps a bit of a "Seventies feeling" for private brands.

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Boho cute with flowing floral prints, lace and plaids, and the usual bargain-basement prices — that’s the mark of Kmart fashion for spring and summer.

“There’s a little bit of the Seventies feeling, especially for Route 66,” said Kathy Huynh, vice president of women’s design at Kmart, during a preview of the casual, contemporary private brand Route 66 and Attention, another key private brand at Kmart with a work-wear and after focus. Kmart demonstrated how the collections can be worn together, for mixing and matching, and a lot of fun, spirited, easy-to-wear feminine items. Among the highlights: Route 66 denim jackets worn over Attention animal-print jumpsuits, and Attention tanks with sequins layered over prints shown with Route 66 cargo pants. According to Huynh, Kmart is holding prices despite rising raw material and labor costs around the world, with Route 66 tops ranging from $12.99 to $16.99; capris under $20, and full-length pants from $24 to $26.99. Attention pants are priced from $24.99 to $29.99; rompers, $24.99; novelty tops under $20, and with sequins, $24.99.

This story first appeared in the March 23, 2011 issue of WWD.  Subscribe Today.

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