Vera Wang is a legend: with her eye for clean lines and her tasteful, elegant, dramatic style, which bride-to-be hasn't gushed over her gorgeous wedding dresses? Which bridesmaid hasn't swooned over one of her pastel gowns? Today is the release of her "Simply Vera" line at Kohl's Inc. (KSS) www.kohls.com a department store operator with 834 stores across the country.
It's a win-win for both Chinese-American Wang, who is marketing to middle class sensibilities (most items in the Simply Vera line range from $50 to $350) and for Kohl's, which is expanding its offerings in time for holiday shopping. Kohl's hopes that the new line will sell $150 million this first year. "The Simply Vera line has been described as fashionable, chic and on trend by customers, and we agree," said Deutsche Bank analyst William A Dreher Jr. in a note to investors. 
However, some think that the people who shop at Kohl's aren't yet ready to appreciate the Simply Vera apparel, accessories, and home goods. "The new line...may be too fashion forward for Kohl's core demographic,” wrote J.P. Morgan analyst Charles Grom.
Kohl's is making a smart move for supporting Asian-American designer Wang, who is most well-known for luxury bridal wear and whose privately-held business generated at least $225 million last year. For her jump to the mass markets, Wang told the Wall Street Journal that she always designs for "the same woman...
"It is a woman who is quite confident and independent and also loves a bit of art, some unique detail, an element of surprise, even if it is a twist of a sleeve...I don't care if you bought the most expensive coat or whether you bought the least expensive T-shirt. It is about an attitude. It is about a woman who is active. She loves her life. Even if she is wearing something quite precious, she doesn't wear it in a precious way."
To learn more about the Simply Vera line, visit the Kohls Department Store near you, or shop online
http://www.kohls.com/KOHLS/updated/mastercatalog/vera/homepage.jsp
I have to disagree that Khol's shoppers won't be able to appreciate Vera Wang. It may actually bring a new group of shoppers - those like myself looking for affordable fashion - to the store. I haven't shopped at Khol's for a long time, mostly because much of the clothing and accessories looked cheap, but I'd make the trip just to check out the new Vera Wang collection.
Posted by: Kimberlee Morrison | September 14, 2007 6:12 PM | Permalink to Comment