kohl's merchandise content
Kohl's merchandise mix has remained consistent in recent years. Their current mix is reflected in the table below.
Private and exclusive brands
PRIVATE BRANDS:
Represent the absolute best value in the Kohl's stores.
EXCLUSIVE BRANDS:
Represent the absolute best value in the Kohl's stores.
- Competitively priced to meet or beat our competition
- Well made and durable so can be worn for years to come
- Versatile so they can be used for multiple wearing occasions
- The most current fashion styles and trends
EXCLUSIVE BRANDS:
- Consumer awareness and recognition - Prior to launching a new exclusive brand, Kohl's marketing department does a significant amount of consumer research to gain insights into brand awareness, attributes, and strength.
- Strong equity – Kohl's exclusive brands are developed through exclusive license agreements with world class partners. The equity factor is a key difference in their strategy vs some of their competitors. Each of their brands is an authority in its customer segment. For example: LC (Lauren Conrad), Simply Vera Vera Wang & Dana Buchman for women’s fashion; Tony Hawk for authentic surf, skate and California Lifestyle; Food Network for kitchen / entertaining.
- Distinct marketing and in-store experience - Kohl's creates a unique space for each brand in their marketing and in-store experience.