Very Vera" strengthen's ongoing plans to attract new customers

Implications: Implications: - The introduction of "Vera Vera by Vera Wang" will strengthen Kohl's campaign of "Expect Great Things" - Very Vera will increase the cache of their 4 new concepts introduced in spring. "Stamp 10 by Liz Claiborne", "Tony Hawk by Quicksilver", West End and AB studios. - Kohl's needs to be careful not to over saturate their assortment with these premium brand names as their is a danger of watering down the brand equity of these names.

Analysis:  

Analysis:

- Kohl's business plan is to gain market share in the single women age 25-34 demographic and the 45-54 "empty nesters" while maintaining their current core customer being the married women 25-54.

- Kohl's is aggressively going after the Federated/May customer during their store closing and transition initiatives. They are also looking to take away market share from J.C. Penny and Sears by creating the illusion of an aspirational assortment inspired by this new branding strategy.

- The operational challenge of introducing "Very Vera" should be relatively seamless as Kohl's has proven by their prior introductions. The challenge is to market this line to a customer base that is not sophisticated and may not be familiar with Vera Wang's exclusivity in the very upper end of the women's apparel business.