K&G already had a really cool position and now I’m a fan of its new campaign. It’s a discount store that positions itself as “anti-department store” because department store prices are robbery. See an older ad from “Fashion Without the Victim.” The new campaign, “Invincible,” seems to be a step in a different direction because it grabs more attention. Here’s a female equivalent of the Hercules spot. Given there are more to come, these spots dwarf competitors like Marshalls, TJ Maxx, Kohl’s, Ross, Burlington Coat Factory, etc. It looks like K&G’s new position is the edgy brand. Its competitors all share some variation of the “warm family discount clothing store.” It’s tried and true, but they can’t all have the same position.

“Invincible… at defiantly low prices everyday… K&G.”