Kohl's, Vera Wang: Ready To Wear, Ready To Go?
Just 2 days before her first guest designer line debuted at mid-tier department store Kohl's , designer Vera Wang showcased her ready to wear line at Fashion Week. The collection featured dark colors (rusts, grays, black) a smattering of metallics and lots of layered, blousy tunics. Many of the models also wore knit caps or little red riding hood style hankerchiefs as headwear.
The lost-fairytale heroine look from the runway was mimicked in the advertisements for Vera Wang's first mass market collection for mid-tier department store Kohl's. The ads hit times square, the pages of Vogue, InStyle and Oprah before arriving in stores the 9th. The relatively low-priced (skirts for $50 and handbags up to $160) collection is the first guest designer line Kohl's has done and it is the biggest product launch in the company's history.
In a strange twist, Kohl's won't let the press shoot the products until the 13th--by which point markdowns are expected to be rolled out. JP Morgan is reporting that a 30% price markdown will be rolled out by this weekend. It is too early to guage how sales are going but both Goldman Sachs and JPMorgan analysts have told me that expect $150 million or more in sales the first year.
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