Simply Vera - a big risk for the fashion diva

Implications: 1) Simply Vera ads are not targeted for Kohl's moderate customers 2) Is the brand and the line strong enough to bring in Federated's customers? 

Analysis: The ads look amazing but it is not produced with the Kohl's customers in mind.  The models are young and anorexic looking, far from the Kohls customer profile.  The fashion and construction details look great but will the average Kohl's customer care to pay the price for a clean finished car coat with bias piping on the inside?  A comforter set for $400??  That is totally out of control.   

This line will produce lots of buzz which will certainly be beneficial to the rest of the Kohls' moderate brands like Candies, Mudd and Tony Hawk.  

Even with a 40% mark down, the prices are still too high for Kohl's customers.  This is the store where you can buy Nike tees for $4.99 and Sonoma tees with a 2 for 1 price. 

The strategy is bold and does not make sense.  I could be wrong, perhaps the upscale customers will follow the yellow brick road to find Kohls at the end of the rainbow.