Aug
15
Vera Wang Line “Sneaking” into Kohl’s Early
Filed Under Retail
We caught an article in the Wall Street Journal recently on a new Vera Wang line to be offered at Kohl’s. The article alluded the line being launched in September with an ad campaign beginning at the same time. We decided to start a survey calling Kohl’s and trying to identify the first day of sales for the new line of Vera Wang products.
We have been surprised so far in our survey. 12 of the 25 (48%) stores we have called this week have told us that they already have the Vera Wang line and are selling it. We were told there is a Vera Wang perfume on sale at Kohl’s now too. Many of the stores that have the line appear to be in the Pacific Northwest and the Southeast. Stores in Washington and Oregon and South Carolina and Georgia provided the bulk of our positive responses. We called one store in New York City and they claim to be stocking the line already as well.
13 stores reported that the line would be avaivable in the “fall” generally. At the Kohl’s in Altoona, PA we were told that September 9th would be the first day the line wold be available at that particular store. Stores reporting no to our questions were located in Texas, Ohio, Maryland, Virginia and California.
We also asked if the line was selling well at the stores which claimed to have it in stock. The answers were generally positive although some reps noted that sales were not as strong as hoped, suggesting high expectations. Our take is maybe the early results are very good but not great at the registers. These could all be test markets for the line and the advertising campaign has not even started so we are by no means suggesting the line will disappoint.
Our take is the line may be sneaking into stores early to be in place when the ad blitz hits the airwaves in September and Kohl’s wants to be ready to meet the demand for the new line.
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