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 18th Jan 2018: Department store Kohl's is the latest US retailer to move into the grocery business, but is following quite a different approach from bigger rivals like Walmart and Target. Rather than develop its own food business it plans to carve out an area from selected existing stores, and is seeking a partner to run that space as a dedicated grocery and convenience outlet with its own separate entrance. Kohl's already has a partnership with Amazon to sell the ecommerce giant's own-label products through its stores and process returns, encouraging speculation that the two groups might widen their relationship to include Amazon's newly acquired Whole Foods Market division as Kohl's grocery partner.
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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