Kohl's 2000 Annual Report Download - page 11

8Kohl’s Corporation
The Kohl’s Promise
As we continue to grow and expand into
new markets, we are building Kohl’s
identity as a leading national retailer.
The Kohl’s brand is our promise to our
customer. The promise of a better
shopping experience. The assurance that
her trip will be successful because we
have the brands she wants in the colors
and sizes she needs, all in stock. The
promise that we will deliver more quality,
national brands, deep selection, value and
convenience, with less effort, time and
hassle for her.
The Brands Customers Want
When you look at the many attributes that make Kohl’s
popular with customers, brand names are at the top of
the list. With national brands accounting for the majority
of our merchandise, customers know they can find the
brand names they want, in today’s popular styles and colors.
In 2000, we strengthened our merchandise mix with two
major new brands. The Arrow line of men’s dress and
sport shirts, as well as casual pants, was introduced in
spring and is now available in every store. The well-known
Columbia brand of outerwear and sportswear for both
men and women was a hit with customers from its introduction in spring to
its expansion into kids in the fall. In 2001, the Columbia brand will be included
in almost every major apparel and accessory classification throughout the
store. Kohl’s own Sonoma and Croft & Barrow brands complement our
brand-name merchandise in many departments throughout the store.
Wide Selection of Colors and Sizes
Not only do customers want brand names, they also want them in a
variety of sizes and colors, all in stock. Kohl’s sophisticated merchandise
management program ensures that our customers find the sizes and colors
they need in the style they want. Because our merchandise selection varies
by geographic area, seasonal items are in the stores in anticipation of
customer needs. And whether it’s basic apparel or home merchandise,
key items are prominently displayed for added convenience.
Extra Services Make a Difference
For busy Kohl’s shoppers, the extras make a difference. Kohl’s gift cards are
perfect for birthdays, anniversaries or that person who has everything. Gift
receipts make returns and exchanges fast and easy. Our gift registry helps
newlyweds in furnishing their first home and provides shopping ideas for
other special events.
Kohl’s strong credit card program enables customers to track their purchases
and provides extra benefits such as advance notice of major sales and
additional savings during eight special events each year. Our “Most Valued
Customer” (MVC) program continues to grow, further expanding our base
of loyal customers.
Customers count on Kohl’s for popular
brand-name merchandise.