Kohl's Unveils 'Simply Vera'

Kohl’s officially launched its exclusive Simply Vera by Vera Wang Collection this month with a bevy of in-store displays, print ads and TV spots.Launched Sept. 9, the line from renowned fashion designer Wang consists of apparel, accessories, lingerie, jewelry, linens, towels and rugs rolled out to approximately 800 of Kohl’s 834 stores. Simply Vera targets middle-class females (in contrast to Wang’s existing collections). The products are merchandised in their respective departments on branded racks. Shelf signs and posters contain product shots along with a letter from the designer. (See Images at right.)The retailer's Sept. 16 circular introduces the line on the cover followed by a five-page feature.Kohl's is advertising the line in TV spots that feature modern Wizard of Oz-style imagery and the tagline, “There’s No Place Like Kohl’s.” The campaign also plays out on billboards and in multiple pages of August and September issues of women’s magazines including Vogue, In Style and Cosmopolitan. (See Images at right.)Simply Vera adds to Kohl's lengthening portfolio of exclusives, which includes lines from Candie's, Chaps for Women, Daisy Fuentes and Tony Hawk. (See Related Articles.) Wang's status in the fashion world is similar to that of Isaac Mizrahi, who has produced a line for Target since 2003.In other news, Kohl's expanded its senior-level executive team through two new appointments and three promotions. The changes are: Donald Brennan was named senior executive vice president to oversee all merchandising divisions.John Worthington was named SEVP to oversee store operations, store administration, merchandise presentation and loss prevention, duties previously headed by Thomas KingsburyKingsbury remains SEVP with oversight of marketing, business development, e-commerce and information technology. Jon Grosso, previously senior vice president, territory manager, was promoted to EVP, director of stores.Jeff Manby, previously SVP, divisional merchandise manager, men’s, was promoted to EVP, general merchandise manager for men’s and children’s.Kohl’s, Menomonee Falls, WI, reported sales of $3.6 billion in second-quarter 2007 (ended Aug. 4), an 8.7% increase from the same period last year. Comparable-store sales rose 1.3%. The company plans to open 95 stores by the end of fiscal 2007.

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