Kohl's talks holiday
Home & Textiles Today Staff -- Home Textiles Today, November 8, 2012
Menomonee Falls, Wis. - Encouraged by its third quarter performance, Kohl's is feeling more confidence about this holiday, especially after taking a hit last year.
Kevin Mansell, chairman, president and ceo, said home will be an integral part of the gift strategy.
"We know last year we were not well positioned for gifts. We lost share to others. So a very big focus for us is on creating a gift headquarter strategy for November and December - both in the aisles and in the departments. It is built around our [new] marketing handle of ‘Dream for Christmas," he said.
Kohl's Great Value program during the season will offer opening price point items throughout the store in every single category, he added. "And it leans more toward basic. Not all, but it mostly leans that way."
Finally, for the post-holiday period, Kohl's has prepared a transition initiative that Mansell described as "really important. Last year, with the results we had, we did a very poor job of transitioning into new spring selling. So now it's a major course correction."
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