Kohl's 2005 Annual Report Download - page 5

Kohl’s is the source of inspiration,
guidance and style at great value
that lets our customer transform the
way she looks, lives and feels in the
many roles she plays.
Kohl’sappeals to a broadening customer base.
Our customer can be a busy mom shopping for
herself, her family and her home. She can also
be asingle woman looking for updated and
contemporary fashions or a working woman
without children. The styles and looks she wants
and needs are constantly changing and Kohl’s
is in tune with those changes.
Regardless of her lifestyle, our customer is a smart
shopper who knows there is more to value than
price. She finds what she wants in a single trip
wherecompelling merchandise and in-store
graphics help her put together the look she wants
in a short amount of time.
Our strategy is to encourage our customer to
shop more frequently and attract new customers
to our stores by giving her great, new fashion in
an exciting, easy-to-shop environment.
INSPIRING OUR CUSTOMERS
Our collection of national brands is
strategically evolving to meet the
desires of our customers and the
“Only at Kohl’s” exclusive brand
portfolio continues to grow.
Our brands appeal to different customer lifestyles.
She may want to be “classic” during the day and
“updated” or “contemporary” at night. That’s why
we’ve focused on those lifestyles in our merchandise
mix. For a classic look, she can find the traditional
styling she wants in Chaps for her,designed by
Polo Ralph Lauren exclusively for Kohl’s, or our
private Croft & Barrow brand.
The updated customer’s roots are in traditional
styling, but with modern fabrics and a more
body-conscious fit. National brands such as axcess
and Nine & Company in women’s and axcess and
Axist in men’s satisfy this customer. Our private
brand, Sonoma, provides value for both our
women’s and men’s updated customer. For a
fashion-forward contemporary look, we offer daisy
fuentes and apt. 9. We also balance our assortment
of basics and wardrobe fundamentals with fresh
styles, exciting silhouettes, new fabrics, trendy colors
and unexpected pieces that surprise her.
In 2006, we will launch Tony Hawk in young men’s
and boys’ and West End and AB Studio in women’s.
In addition, Stamp 10 by Liz Claiborne will be
introduced in 300 stores in both women’s and
men’s. Candie’s and apt. 9 will extend to home and
we will launch the popular Yankee Candle brand.
We will complete the repositioning of our biggest
private brands, Croft & Barrow, Sonoma, and apt. 9,
to appeal to three different lifestyles: classic, updated
and contemporary.
BUILDING OUR BRANDS