IS...IS...
• Family Oriented, Family Oriented, Specialty Specialty Department StoreDepartment Store
• Targeted towards Targeted towards Middle Income Middle Income CustomersCustomers
• Value OrientedValue Oriented
• Name Brand Name Brand
MerchandiseMerchandise
• ConvenienceConvenience
Positioned To Serve Customers Who Shop Department Stores As Well As Discount Stores
Customers who
want more value
Customers Trading Upto Buy Name Brand
Department Department StoresStores
DiscountersDiscounters
Kohl’sKohl’sThe Middle Market Customer
(2)
2232
(1)
32
46
61
60
70
(50)
0
50
100
150
200
250
300
350
400
450
500
550
1995 1996 1997 1998 1999 2000 2001 2002E
STORE GROWTHSTORE GROWTH# of Stores
150
182
213
259
320
450
Existing Stores (Opened more than 12 months)
Store Closings
New Store Openings (Opened less than 12 months)
Sq. Ft. Growth 23% 20% 25% 21% 24% 26% 19% 19%
128
22
382
SALES SALES GROWTHGROWTH
$2,388$3,060
$3,682
$4,557
$6,152
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
1996 1997 1998 1999 2000
($ Millions)
26.7% CAGR
Comp% Inc. 11.3% 10.0% 7.9% 7.9% 9.0%
CUSTOMERCUSTOMER
Approximately 80% are women 25-54 years of age Married with at least one child at home HH income $35,000 & above
BRAND NAMESBRAND NAMES
PRIVATE BRANDSPRIVATE BRANDS
VALUEVALUE
• Value Equation Price Quality Ease of Purchase
Kohl’s: “That’s MORE Like It” MORE = Value
• MORE Convenience• MORE Brands• MORE of the things you want
• Accessible store locations
• Knowledgeable and friendly Associates
• Customer friendly store layout
• In-stock on color and size
• Central checkout• Shopping
cart/stroller
CONVENIENCECONVENIENCE
MERCHANDISING MERCHANDISING OBJECTIVESOBJECTIVES
Driving Sales Through:
– Assortment Planning
– Vendor Partnerships
Assortment Planning
• Building Key Items– National Name Brands
– Private Label
• Narrow and Deep Merchandise Assortment
• Understanding our Core Customer
• Execution and Adjustments throughout the season
• Effective Marketing to Drive Sales
• Researching who the Customer is
• Knowing what the Customers want
• Bringing this into the Product Lines that we carry in the stores
“Long Walks”
“He’s Happy”
Successful Characteristics
• Independent Thinkers
• Thrive on Responsibility
• Flexible• Leadership Abilities
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