JACKSONVILLE, Fla., Sept. 10 /PRNewswire-FirstCall/ -- Stein Mart, a leading national discount retailer, is again turning to its loyal customers to share their stories about being a Stein Mart shopper with today's launch of its fall national multi-media advertising campaign.

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Stein Mart and Orlando-based advertising agency Fry Hammond Barr used the spontaneous interview technique - casting talent from the upscale discount store's loyal customer base and filming their Stein Mart stories and unscripted reactions to fashion trends and merchandise. This collaboration with real customers is a natural fit for Stein Mart, a retail brand built on unparalleled customer loyalty and word of mouth. These women share stories that resonate well in this market, specifically when value is important. This new campaign features younger shoppers and more modern fashions, showing that Stein Mart shoppers can find both fashion and value. Stein Mart has chosen to continue the "real shoppers" theme in the fall after positive customer response to the campaign and improved sales results last spring.

"Our spring campaign received lots of positive feedback and seemed to resonate well with our customers," said Stein Mart president and CEO David Stovall. "It seemed only natural to continue that momentum."

For the fall campaign, Stein Mart held open casting calls in Orlando and Jacksonville, Fla. and found six Stein Mart shoppers whose stories exemplify Stein Mart's "Once you go, you get it" concept. Shoppers interested in being featured in the campaign had the opportunity to submit photos of themselves and their Stein Mart stories or attend an open casting call. More than 300 women "auditioned" during the first-ever open casting call for a Stein Mart commercial.

"The stories that our customers share are very compelling, so it only makes sense to feature them in our advertising," says Stein Mart chairman Jay Stein. "Our brand was built on the loyalty and word-of-mouth of our customers and the women featured in our new campaign carry on that tradition."

About Stein Mart, Inc. (NASDAQ: SMRT):

Stein Mart stores offer fashion merchandise, service and presentation of a better department or specialty store, at prices up to 60% off department store prices every day. Currently with locations from California to Massachusetts, Stein Mart's focused assortment of merchandise features moderate to better fashion apparel for women and men, as well as accessories, gifts, linens and shoes. For more information, please visit www.steinmart.com.

SOURCE Stein Mart, Inc.