Did Kohls go too far with the Vera Wang Assortment?

In reviewing the Vera Wang assortment in the September Vogue 8 page spread the disconnect between Kohls core consumer and the assortment is almost startling. The line is styled in a way that is very sophisticated and is a huge jump from their other assortments. The models used are the antithesis of the customer looking like they are in their late teens to early twenties. Lastly the price points are a vast jump. The $389.99 comforter from the “City Night” home collection has no place in a Kohls store.

If the aim of management was to bring a “buzz” to the store and the brand than they have been successful. If the assortment is on the floor to sell at these prices, sell through at regular price will be  challenging and markdowns will be steep. The hope to bring in a new consumer (like the Stella McCartney assortment at H&M) will be the litmus test. If the new consumer does not shop for this merchandise than selling to the 34-55 size 12 female will be difficult.

First impressions are lasting so it will be hard to transfigure this line to be more accessible quickly. It appears the Kohls merchants responsible for this assortment let Ms. Wang go a bit too far. Time will tell quickly beginning September 9^th. If this collection sells through at 15% the first week than I am wrong!