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Kohl's Corporation Essay

2334 words - 10 pages

Product’s Offered
Kohl’s main website features several “exclusive and national brand apparel, footwear, accessories, soft home products and housewares targeted to middle-income customers” (10k, pg. F-7). To be more specific, Kohl’s offers many brands of clothing to women, men, and children. Some of the name brands they offer include Nike, Adidas, Levi’s, Chaps, Van Heusen and Wrangler. Kohl’s also offers many products from their “private label, Apt. 9, which was designed to compete with the likes of Banana Republic, Liz Claiborne, and Perry Ellis” (Hoover Report, pg. 9). The Apt. 9 catalogue features high quality suit jackets and pants, polos, and button-up shirts for men. For women, Apt. 9 offers a wide range of tops, dresses, sleepware, and jewelry. Athletic gear remains popular on the Kohl’s website as they maintain their own sports fan shop. This shop contains apparel, accessories, and home decorations for the avid sports fan. Many popular collegiate and professional teams appear in their sports fan shop. Clothing is just one of the many products Kohl’s has to offer its customers. Kohl’s sells home products ranging from small appliances to decorations. Their kitchen electrics section offers coffee makers, mixers, cookware, dinnerware, and cutlery. Many name brand products offered in their kitchen section include The Food Network, Keurig, KitchenAid, and Cuisinart. Next, their bedding section offers comforters, pillows, sheets, quilts, mattress pads and toppers, and memory foam. Many of these products are made by Chaps, Simply Vera, Eddie Bauer, and their private label Apt. 9. Then, the bath section features shower curtains, bath towels, bath accessories, bath rugs and mats, kids’ bath accessories, and bath storage and organization. Again, many of these products are branded by Chaps, Simply Vera, Eddie Bauer, Apt. 9, and Disney. Finally, Kohl’s maintains a large, diverse, and quality inventory. This is vital to Kohl’s as they need products to appeal to many types of consumers because of their major competitors.
Major Competitors
Kohl’s has many major competitors that keep the business driven so that they can remain aggressive when they expand and successful in their operations. Their first major competitor is J.C. Penny. This company remains a close competitor to Kohl’s as they sell many of the same and comparable products. According to one year ago, J.C. Penny dropped their former CEO Ron Johnson due to J.C. Penny’s brand perception data dropping below Kohl’s brand perception during Johnson’s tenure (Marzilli). His decisions have ultimately cost J.C. Penny a few points in competitive data. Another major competitor of Kohl’s is TJX companies; they are more popularly known as TJ-Maxx and they also own the Marshalls retail chain. TJ-Maxx is better known for their “off-price” retail business model which means they “sell merchandise from a previous year or season that a store or brand couldn't sell and unloaded for pennies on the...

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