Kohl's Promotes Its Own in Soft Home

摘要

Disappointing results for the fourth quarter and fiscal year 2013 for Kohl's Corp. have the unfortunate side effect of creating speculation about the retailer's brand strategy yet again. Should it have more national brands or more exclusive brands? Late last year, Kohl's said it was refocusing its efforts on national brands. True to its word, it announced that Juicy Couture and the Izod Men's Collection were among the brands added to the apparel mix. But in soft home, the national brands remain few and far between. Instead, the home department is heavy on celebrity names and its own in-store labels. In a recent visit, H(O)TT found floor employees at Kohl's (Massapequa Park, N.Y.) restocking and resetting the home department, which temporarily meant some messy, half-empty shelves and little in the way of a national brand.