Kohl's, Vera Wang: Ready To Wear, Ready To Go? - Holiday Central

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It's a make-it or break it time for retailers. The holiday selling season is always a critical time for retailers, but this year this may be even more true. With several retailers already falling victim to a drop in consumer spending, and filing for bankruptcy, retailers will be navigating through some tricky waters. Consumers are strapped for cash due to high energy and food prices, and unemployment is rising. The recent credit crunch has made it more challenging for retailers and consumers to borrow.

This blog will look at the winners and losers in the retail space. Who has the right strategy to capture consumer dollars? It also will look for trends in consumer spending and how that will impact the economy.

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Sep.11

12:15 PM ET

Tuesday, 11 Sep 2007

Kohl's, Vera Wang: Ready To Wear, Ready To Go?

Posted By:Margaret Brennan

Sectors:Personal and Household Goods | Media | Retail

Companies:Kohls Corp

Fall 2007 Ready-To-Wear Collection
Source: Verawang.com
Fall 2007 Ready-To-Wear Collection
Just 2 days before her first guest designer line debuted at mid-tier department store Kohl's[KSS Loading... () ] , 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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