Kohl's 2007 Annual Report Download - page 7

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In 2007, we launched several new and exclusive brands —
each aligned with our strategy of offering more lifestyle
solutions and more meaningful merchandise. Behind every
new addition is our commitment to deliver compelling
merchandise and offer inspiration for her and her family.
In September, we introduced Simply Vera Vera Wang, a
Kohl’s exclusive, from one of the world’s best-known designers.
Customer response was nothing short of phenomenal as
these fresh, contemporary designs were rolled out in women’s,
jewelry, shoes, accessories, intimates and soft home.
Simply Vera Vera Wang was the largest cross-category
brand launch in Kohl’s history, providing our customers
with an exciting, world-class fashion choice in our growing
contemporary lifestyle category.
Another exclusive was the ELLE Contemporary Collection
of women’s apparel, from the company that publishes ELLE
magazine. This collection of runway-inspired fashion was
quickly embraced by our style-conscious shopper. Because
new merchandise arrives frequently, there are always fresh,
on-trend wardrobe essentials to inspire her.
We also launched an exclusive partnership with Food
Network, the lifestyle leader in food and entertaining. This
year, we’ll extend that relationship with the introduction of
a fi rst-ever collection of kitchenware and casual entertaining
products from chef Bobby Flay, one of Food Network’s
best-known talents.
Looking ahead, one of the most recognizable names
in activewear will join the brand line-up at Kohl’s in 2008 —
the FILA SPORT collection. This respected brand will
include apparel, footwear and accessories for women, men
and children.
On the horizon for our classic customer is Dana Buchman,
designed by Liz Claiborne. Dana Buchman will join Chaps
in our classic lifestyle category, giving our customer another
true lifestyle experience encompassing apparel, intimates,
accessories and footwear in spring 2009.
Along with our commitment to bring her great merchandise, we
continue to work on many levels throughout our organization
to tailor the assortment by size, lifestyle and climate, just for
her. Through our brand launches, we know we are bringing
her relevant styles and inspired solutions. More and more,
we have what she wants and what she’ll want next. That’s
how we’re moving our business forward.
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