The new line will not only captivate the discount stores already loyal followers, but also ramp up the price battle with other competitors.
Dr Gary Mortimer, from QUT Business Schools, says: 'Now they are moving into a better range of on trend, fast fashion. It is clearly going to be another nail in the coffin of their competitors such as Big W, and even possible an extent Myer.'
The new range debuted in Sydney today with a fashion show at the Ground of Alexandria.
Kmart’s increasing popularity is based on its lowest price strategy which has seen it become dominant over discount retailers including much-loved Target.
'We have a lot more trend items hitting Kmart stores,' the retail chain's apparel general manager Sharon Rooney said.
'The old range was more focused around the basics. We are lower than our rivals on a lot of items – we are definitely lower than the mid-market tiers but we think we offer the style which is comparable to them at amazing prices.'
The new clothing is available in-store from October 26.