Magnus Marketing Blog

A few years ago, a group of associates at Kohl's lambasted the company because the clothing was so out of touch with the style needs of Northeast women. All you saw, especially with the launch of Chaps, was plaid flannel and denim. Nice in Wisconsin, but not cool in the Northeast. That was remedied later with the introduction of Daisy Fuentes which, to this day, still has the classiest clothes. I love and own about 10 pairs of Daisy pants.

The number of people who have asked for dresses for winter and for the holiday was proportionately increased. These people were turned away to Daffy's, Macy's, JcPenny, and Dress Barn. If Kohls had launched a dress department or dress aisle that had appropriate dresses for career and holiday, they would have made an outright mint. Also, my goodness, the clothing this year was so blah - many said that there was nothing so outstanding to run for.

And Vera Wang! Now she has shirts that turn you into a gauzy ghost and a Greek goddess. Some of her latest stuff is at least wearable in public to a degree, let us pass however on the funeral dress and the green leafy dress that makes you resemble a tree. Please Kohl's - make her design prom dresses and holiday wear to increase sales! And, some of her shirts are close to Stamp 10 and Apt. 9, I would rather shop those brands! Hello - cannibalization!

Kohls NEEDS to listen to the salespeople and customers. Launch a feedback on clothes, monitor blogs, do something to help.

Let that be a lesson in a few areas:
1. Listen to those who are closest to the customer.
2. Don't design what you think or buy what you think will sell.
3. Pay attention to opportunities. Dresses were in demand this year and Kohl's didn't do enough to meet the demand, instead relying on staple items like zippy sweaters and tired denim jeans. Lets try a little more pizazz in the merchandise mix for next year.

Bring back Ronnie Nicole for the holiday also - what is up with that? Notations didn't cut it.

Clearance bargains for everyone in January!

Happy shopping at Kohls!