Kohl's operates family-oriented, specialty department stores selling moderately priced casual apparel, footwear, accessories and home products targeted to middle-income customers. It has established a strong following among fashion-conscious teenage and young adult women as a result of a series of astute marketing partnerships with celebrity partners including Avril Lavigne, Jennifer Lopez and Daisy Fuentes, as well as with designers such as Vera Wang and Ralph Lauren for lower-priced diffusion lines. As a result, Kohl's has expanded, in the space of just a few years, from a regional chain in the Midwest to a national force competing with traditional department stores such as JC Penney and Sears and more stylish mass-merchandisers like Target.
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Adbrands Weekly Update 28th Sep 2017: US department store Kohl's named marketing chief Michelle Gass as its next CEO. She will take over from current leader Kevin Mansell when he retires in May next year. COO Sona Chawla will move up to the role of president. Gass joined Kohl's in 2013 after 17 years at Starbucks.
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