KOHL'S customers may notice new items on the shop floor as the company has rolled out a series of changes to its image.
The retailer has recently made some tweaks to its branding – a move that industry experts at The Street claim is part of a strategy to compete with rivals such as Target.
SONOMA COMMUNITY
Earlier this year, Kohl’s launched the Sonoma Community.
It means that products that celebrate diversity will be available to shoppers throughout the year.
The first Sonoma Community Collection is set to pay homage to Hispanic Heritage Month – which runs from September 15 until October 15.
Michelle A Banks, the company’s chief diversity and inclusion officer, said in a statement: “We know Kohl’s has customers and associates who come from all different backgrounds, cultures, and ethnicities.
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“As a national company with a presence all over the country, it’s imperative that we are able to offer apparel and products that accurately and authentically represent and celebrate the different customers that we serve, and associates that work at Kohl’s.”
Products will champion Latino and Hispanic traditions, as well as commemorate cultural celebrations such as Pride Month and Veterans Day.
It comes after Target launched the Tabitha Brown collection.
The label features more than 75 items, including clothes and swimwear and shoppers can now buy a range of vibrant homeware products.
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Tabitha Brown is a social media personality and has more than four million views on social media.
DISCOVER @ KOHL'S
The retailer has also launched its new Discover @ Kohl’s label.
It offers gender-neutral clothing as well as promoting fashion that champions inclusivity.
The label was launched ahead of kids heading back to school and has been rolled out in 600 stores nationwide.
It features diverse brands that are new to Kohl’s as well as the more established lines.
And, 30 brands that are owned by women are also set to feature.
LEVI'S SILVER TAB
Kohl’s has since become the exclusive wholesale retailer of the Levi’s SilverTab 1990s collection.
Styles that were worn decades ago will be brought back as store bosses try to target young shoppers.
The collection will be available in 600 stores nationwide and shoppers will be able to stock up on denim jackets, mom-style jeans, bucket hats, and leather belts.
Ron Murray, Kohl’s interim chief merchandising officer, gushed: “The relaunch of the iconic SilverTab™ collection is an exciting next chapter in our history together, bringing back the denim styles and fits that were worn and loved by a generation, now again more popular than ever.”
SEPHORA
Beauty fans can stock up on a range of products thanks to Kohl’s partnership with Sephora.
Customers can try out new fragrances, skincare, and makeup products.
Shoppers can choose if they want to look for items under $30, treat themselves to a luxury product, or try to bag a bargain in the sale.
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Meanwhile, Target superfans have gushed over the items shoppers must buy when they’re in-store.
And, influencers have revealed ways how you can save on Target’s cleaning products.
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