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While one Southern department store chain, Belk, went upscale through the acquisition of Parisian department stores, a well-known, high-end designer, Vera Wang, now provides affordable clothing to a discount chain, Kohl’s. Which move will prove more successful?
If you look at the Kohl’s
website alone, it feels like a discount chain. Personally, it gives me the creeps as it looks a lot like JCPenney’s website. And, if you have been inside of Kohl’s stores
recently, you know that the website mirrors the store layout.
Even Vera Wang expressed
nerves about the move in a recent interview. While she feels the move is not a step
down, rather a step across that will enable her to dress and reach more women,
I feel it is clearly a step down.
I think Vera Wang should
have aligned herself with Target. In my
opinion, where as Target proclaims “Design for All,” Kohl’s struggles with its
brand identity. Will Kohl’s hang Vera
Wang’s Simply Vera line right next to Daisy Fuentes’ clothing? I hope not…for both Kohl’s sake and for the
sake of the consumers.
On the flip side, critics
of the Belk/Parisian deal say that Belk’s “down-market reputation might tarnish” the image of shopping
centers that contain higher-end stores.
While it may take some time, I think this association with high-end
stores will elevate Belk’s status and eventually help, rather than hinder, its
competitors.
In the end, I think Belk
will prevail. Do you?
*To see more work by this author, click on their name.*
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Vera Wang, the inscription below the outdoor sign says: Abandon all hope, ye who enter here.
E.