Kohl's 2002 Annual Report Download - page 12

“Shop Happy. Leave Happy.” describes the Kohl’s shopping experience.
A multitude of features and services enable our customers to “shop
happy,” from our merchandise selection to our convenient locations,
store layout and customer-focused Associates. Major national brands
are a main attraction, as we continue to fine-tune our assortment to
offer the brands our customers want for their home and family. We
carefully manage our selection of moderately priced national brands,
with an emphasis on adding desirable new brands and increasing
sales of our most successful existing brands.
Expanding national brands
We are always evaluating our brand strategies. We listen to our
customers and continually identify opportunities to better serve
customers of all ages. In 2002, we launched Oshkosh playwear for
children and immediately became the largest retailer of this popular
line outside of the company’s own stores. We also introduced the
Calphalon line of cookwear for the home.
Other new brands and brand expansions are part of a major initiative
aimed at introducing apparel brands that are more contemporary and
sophisticated in design and feature current styles, fabrics and detailing.
They enhance our traditional and classic apparel selection with a higher
fashion look for both women and men.
Focus on updated fashions
For our female customers, we expanded the Nine & Company line
which we introduced in 2001. This successful assortment is now
offered storewide in apparel, shoes, handbags, watches, costume jewelry
and sleepwear. In 2002, we introduced the exciting new Axcess line
and added Jantzen swimwear for women. We will launch the new
Havana Jack’s Café assortment of tropical-themed apparel in spring
2003 and will further expand the Nine & Company line with special
sizes in women’s apparel in all stores by year end.
We enhanced our men’s selection in 2002 with the introduction of
the Savane pant line. Several new brands will further increase our
appeal to this customer beginning in 2003, including Axcess/men,
Havana Jack’s Café and A(x)ist. In addition, we will expand Jantzen
into men’s swimwear and golf apparel.
Together these new lines, many produced by leading designer apparel
manufacturers, will broaden our apparel selection and increase customer
satisfaction. With the right brands at the right prices, it’s easy to see
why Kohl’s customers “leave happy” and return again and again.
New contemporary apparel brands for men include
Axcess/men , A(x)ist and Havana Jack’s Café.
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