Kohl’s management is determined to set the company on a stronger growth path for the future, starting now. So, the team is tackling the challenge of creating excitement, looking younger, and showing new ideas for this holiday season. With CEO Michelle Gass leading the charge, they will stress “newness” in everything from beauty to home goods and fashion.
Here are a few of the initiatives underway.
Curated by Kohl’s. In 50 block-and-mortar store locations and on the e-commerce site, there will be an assortment of fashion merchandise that will be refreshed quarterly. The program is in partnership with Facebook. The initial brands include Adore Me, East Adeline by Día & CO, Kid Made Modern, Lovepop, Luca + Danni, and United by Blue. The company plans to increase emphasis on newness in Kohl’s assortment and entice customers to shop more often. “We want to jump on emerging products and trends,” said Doug Howe, Kohl’s chief merchandising officer.
Athletic Pop-Up Shops. The company is expanding its athletic apparel space. There will be 175 Adidas pop-up shops (up from 75 locations). There will also be greater selling space for Nike and Under Armour. There is much greater emphasis on active wear to accommodate today’s lifestyles.
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Beauty Checkout.
In 200 Kohl’s stores, a fresh quarterly assortment of beauty and wellness products has been rolled out. According to Glossy, the launch of Beauty Checkout has 13 emerging products that include Evolution_18, Vital Proteins, and Honey Belle. Products are selected with input from Facebook and Instagram. Merchandise will be displayed in standalone displays that have Facebook and Instagram logos. There is also a dedicated section for Beauty Checkout on Kohl’s e-commerce site. It is displayed with the slogan, “We’ve checked out the best in beauty, so you don’t have to.”
Searching through Instagram, Facebook, and other social media has become a popular tactic for finding new and exclusive brands. In fact, Sephora, Urban Outfitters, and Neiman Marcus have used this method to attract new customers. The present selection is not exclusive to Kohl’s. However, the next selection – for Spring – will be selected in partnership with Facebook and could include exclusive merchandise.
All of these programs focus on female customers, since 70% of Kohl’s customer base is female. This represents a long-term growth opportunity for Kohl’s, according to Ms. Gass.
I applaud Kohl’s effort to increase the element of excitement and discovery in its assortment. Among the new brands are Scott Living, a home goods line that includes pillows, candles, bedding, and other decor. Shoemaker UGG has a home brand called Koolaburra, which sells Sherpa blankets and pillows. Kohl’s also has a new pet brand called ED Ellen De Generes (which reminds me of Walmart’s Old Roy brand dog food that was named after Sam Walton’s dog).
Kohl’s management is looking at their 1150 stores with new eyes. It is now rotating brands and offering the opportunity to put entire outfits together. There is greater emphasis on creating their own, exclusive brands. It is an exciting new era for Kohl’s.
Source: Mhealth Intelligence