Kohl’s Moves Fast on Elle Deal
Elle is the largest fashion magazine brand in the world and it has nearly five million readers in the U.S. Soon, it will also have its own exclusive line of women’s clothing in Kohl’s stores.
department store chain and Lagardère Active Media Licensing, a division of Elle, agreed on the deal that will put knit and woven tops, denim and twill bottoms, skirts, dresses, shorts and jackets in 300 Kohl’s and on the retailer’s website this Spring. All Kohl’s locations will have the line by Spring 2008. Prices for the Elle dresses will run about $40 and jackets will retail for $30.
Kevin Mansell, president of Kohl’s, said the company has focused on getting new fashions into stores more quickly and that is demonstrated in the deal with Elle.
“We have made significant progress with several existing brands, reducing merchandise cycle time by 12 weeks. The launch of the Elle brand demonstrates our speed to market success with new partners, allowing us to bring young women contemporary, runway-inspired fashions several months faster than ever before,” he said. “With consistent double-digit growth in readership, Elle magazine is one of the most recognized women’s brands in publishing and we are confident that this brand will resonate with young, hip shoppers. Our speed to market with world class brands such as Elle further delivers on our strategy of bringing exclusive merchandise to our customers nationwide.”
A. Plaquevent, CEO, Licensing, Lagardère Active Media, said, Elle operates 250 free-standing stores outside the U.S. “Through this exclusive arrangement with Kohl’s, Elle-branded product will now be offered in the U.S. We are very pleased to be part of this unique partnership with one of the most successful department stores in this country.”
Prices will be about $40 for dresses and $30 for jackets. Kohl’s will develop,
distribute and market the products, working with Lagardère’s Paris-based
licensing division, the companies said.
Discussion Question: What do you think about Kohl’s deal with Elle? Is a partnership with an established brand such as Elle, ultimately going to be more beneficial to Kohl’s than a deal with a celebrity figure?