It’s been about a year since Kohl’s changed management. As expected, Tom Kingsbury, the new CEO who straightened out Burlington Stores and then joined Kohl’s board of directors, has made a positive impact. We see the success of Sephora and how young customers suddenly veered to Kohl’s for their beauty purchases.
To build on that positive momentum, Kingsbury has invited other brands that have youthful appeal to have boutiques at Kohl’s. They include:
1. Claire. This is an assortment of accessories and youthful items that is likely to attract the Sephora customer to other counters. Claire is also in Walmart and Macy’s, but this assortment is said to be tailored specifically to Gen Z and Gen Alpha customers.
2. Nine West Collection. This is an exclusive apparel collection and is the beginning of a full ‘head to toe’ look from several brands. It will be the first brand assembled in an area called “The Outfit Bar” and should attract young customers. Fifty stores will rearrange their women’s assortment to make room for “The Outfit Bar” this year.
3. Elizabeth and James. The company announced that this forward-looking apparel company. a collection of apparel, accessories, and beauty items, will be in most stores and also promoted on the internet. The merchandise will be designed in the Kohl’s design office located in New York City. The label was originally launched in 2007 by twin designers Mary Kate and Ashley Olsen. It will focus on newness, style forward apparel, and fashion relevance.
4. Puma Time 4 Change. While I have not seen an announcement that Kohl’s will carry Puma, I suspect that this brand is ideal for the change underway on Kohl’s selling floor. Puma wants to do its part to push sustainability on the selling floor. Puma is offering “a natural look for a new climate-conscious generation,” Puma said in a statement. Puma added that the new collection is “comfortable enough to save the world in, or just hang around on the playground.” It should resonate with young customers.
Kohl’s merchandising staff has clearly been busy. More than 900 Sephora stores are now in operation and more, smaller Sephora units are slated to be put up next year in smaller stores. With that new shop strategy firmly in place, Tom Kingsbury has been busy reshaping his company into a youthful, timely company. Much of it will be evident with a large toys department ready to welcome kids.
POSTSCRIPT: A new Kohl’s! How exciting. The seasoned captain of Kohl’s has focused on the Sephora customer and is modeling the store assortment to meet her needs. Merchandise has to be on roller-skates since it moved so much. Despite the general slowdown predicted overall, we think Kohl’s will have an excellent holiday season.
Kohl’s has surprisingly already announced some of its promotional plans for Black Friday. Basically, the promotional momentum starts with an event running November 3rd through November 8th. There will be 50% off select toys, 50% off on St. Nicholas Square holiday décor, 30% off LEGO building blocks, $29.99 books for the family, select styles of $14.99 sweaters for women, and $8 Sephora Collection eyeshadow singles and lipstories lipstick.
In addition, customers can also take an additional 15% off all their purchases from November 3rd to 9th. There is much more, including a Sephora 30% savings event, and it escalates in the weeks before Black Friday with value promotions. There will also be Kohl’s cash. Kohl’s is not standing still; it is fighting for recognition.
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