Kohl's 2001 Annual Report Download - page 9

That’s what we told our future shareholders when we
took the company public in 1992. Ten years later, our
mission remains the same.
Today, we also emphasize convenience, a feature
of growing importance to our busy customers.
More brands, more value and more convenience
set Kohl’s apart from the competition and have
customers saying, “That’s more like it!”
More Brands
Kohl’s was built on the concept of
emphasizing national brands that
project quality and value and have
wide appeal to our target customers.
Over the last ten years, our brand
assortment has evolved in
response to new trends and
the changing needs of
our customers. We will
continue to refine our
assortment with new national
brands as customer preferences change. Our private
brands further enhance our merchandise selection.
In 2001, we enhanced our national brand name selection
with the introduction of Nine & Company. Another
major brand, Columbia sportswear for men, women
and children, was dramatically expanded in 2001.
In early 2002, we rolled-out the popular Oshkosh line
of playwear for children, launched Jantzen swimwear
for women and added Martex for the home. Savane, a
men’s pant line, will be added during the year and we
will expand several of our established national brands
including Nine & Company and our successful
Columbia selection.
More Convenience
Over the last ten years, the demands on the time of
our customer base of women ages 25-54 shopping for
their family and home have increased dramatically. We
responded by making the Kohl's shopping experience
more efficient and more convenient than ever.
In 2001, we introduced a new prototype home décor
department that groups bed, bath, accents, cookware,
dinnerware and other related merchandise together in
an attractive and functional shopping environment.
Distinctive wo o d armo ires ac ro ss the
back wall set o ff the ho me area.
Russell
Athletic
1996
2001
1999
Norton
McNaughton
2000
Columbia Nine & Company
2002
1998
7
Jantzen, Martex, Oshkosh,
Savane
Dockers, Jockey,
Sag Harbor, Villager
by Liz Claiborne