-
Watch Live! The 2025 VS Fashion Show.
Simply Vera : Vera Wang for Kohl's
- Thread starter tanster
- Start date
Vera Says 'I Do' to Kohl's
By Lisa Lockwood
NEW YORK — After a courtship of almost two years, Vera Wang has finally said "I do" to Kohl's Corp.
The designer and Kohl's said Wednesday that they will team up to create a premium fashion and lifestyle brand called Very Vera by Vera Wang, which will be available at more than 900 Kohl's moderate department stores and kohls.com beginning in fall 2007.
The multicategory deal encompasses women's apparel, intimate apparel, handbags, leather accessories, jewelry, footwear, linens and towels.
Terms of the multiyear contract weren't disclosed, but industry sources said the arrangement could develop into a $500 million business for Kohl's by the third year. Wang will receive both an upfront payment and royalties from Kohl's and could personally reap about $100 million over the length of the contract, said sources.
The deal ends a nearly two-year period during which Wang was wooed by several suitors, including Jones Apparel Group, Liz Claiborne Inc. and even St. John for assorted deals ranging, respectively, from a better sportswear line to an outright acquisition to becoming creative director.
Wang, whose high-end bridal, ready-to-wear and licensing business generates $225 million at wholesale, is the latest major designer to tap into the lucrative mainstream market. For years, the designer has expressed a strong desire to offer more affordable products to a wider audience, and she said Wednesday that was the impetus behind the Kohl's deal.
"I can become a more iconic American brand and be exposed to America in a larger sense," said Wang in an interview at her offices here.
"Some of my frustration is I work very hard at the upper end with all the resources and intellectual thought processes and it's a very challenging thing to do, but more women can't wear it and it will never reach them."
She said she began offering fragrances so women can get the essence of what Wang is about for $85. Today, her fragrance business, licensed to Coty Prestige Inc., garners $100 million at retail, according to industry sources.
Wang seems almost embarrassed by the high prices her Collection commands. "To work with $100-a-yard fabric and $200 embroideries is an elitist world. I value it and adore it," she said, but she also wants to dress women from all walks of life with different lifestyles.
Wang's Collection retails from $395 to $5,000 and is sold in 80 doors, while her lavender label contemporary apparel ranges from $350 to $1,000 and is sold in 300 doors. Her bridal gowns, sold in 100 doors, start at $2,500 and "the sky's the limit," said Wang, who has designed bridal gowns for celebrities such as Jennifer Lopez, Jennifer Garner, Kate Hudson and Jessica Simpson.
Kevin Mansell, president of Kohl's, explained that throughout the lengthy negotiations with Wang, all the conversations had a common ground. "She has had a desire to figure out how her style can be available to more people, and our primary objective as a company has been to broaden the reach of what we offer, reach a broader consumer base and give the consumer we have more options for their wardrobes," he said.
Mansell explained that Kohl's apparel strategy revolves around a good-better-best merchandising plan that focuses on different fashion profiles. The Very Vera lines will be designed to reach the uppermost segment of Kohl's modern women's offerings.
Currently, the highest priced "classic" women's line at the department store — and the biggest launch in its history — is Chaps. Retail prices range from $49.50 to $69.50 for sweaters, pants and skirts and $79.50 to $119.50 for jackets. Mansell said retail prices for Very Vera haven't been set yet, but they will be higher.
"The way we see each brand developing, it's a step up, not a leap," said Mansell.
"We see it as our premier brand that focuses on a modern sense of style," he added. "Vera's got a great fashion sense and a point of view that reaches people. We'll rely on her to guide us."
Kohl's also has a successful deal with Daisy Fuentes for modern women's apparel, accessories and fragrances, which is approaching $250 million at retail, according to sources, and an agreement with the Estée Lauder Cos. Inc. for fragrances, skin care and color cosmetics under five brands, including American Beauty.
According to Mansell, Wang will serve as the design inspiration and style guide for the Very Vera brand. "Our job is to make all the decisions about sourcing and deliver it to consumers," he said, as well as develop presentations and marketing programs. "Our job will be to determine who will produce these goods."
He said several of Wang's 10 designer licensees may be approached to do a lower-tier collection.
Mansell said it hasn't been determined who will be responsible for sourcing the women's apparel. In February 2004, Haim Dabah, chairman and chief executive officer of Regatta Pacific Alliance, was spotted at the Vera Wang fashion show, stirring speculation that he was looking to make a deal with the designer and Kohl's. Mansell confirmed Dabah brought Wang to Kohl's attention, but it hasn't been decided whether Regatta will produce the women's apparel. It is widely believed, however, that Wang will enter into a production deal with Regatta for the apparel production.
"We think very highly of Haim," said Wang. Dabah declined comment Wednesday.
Mansell said the Wang collections will be supported by national TV, local TV, inserts, the Internet and magazine advertising. "There's not a single piece [of Kohl's marketing program] that Vera won't be part of," said Mansell.
He declined to divulge how big a business Wang will be for Kohl's, but said Vera's lines will have their own section of the store, and will also be merchandised with other brands, i.e., Very Vera towels in the linens and towels area.
"We won't project how big a business this will become. It's very, very big," said Mansell.
Wang said she has been working toward this goal for many years, and has informed her retail partners.
"They understand what my goal is and have been supportive. We've been in business for almost 20 years, and we've built up a brand. We've built a certain name recognition and a trust and confidence from the consumer. Anything that we've tackled and tried to start, we've given the same design integrity to anything we've done."
Mansell said Kohl's conducted extensive consumer research before signing with Wang. And Wang herself visited many Kohl's stores throughout the country doing her due diligence.
"She has incredibly high brand awareness and it all came down to women saying, ‘I can't afford it,''' said Mansell. He said consumers know her name from her successful wedding gown business and the fact that celebrities are often seen in her creations on the red carpet. "There's a trust in the brand," he said.
He explained that their research focused on asking women what they thought of being able to buy Vera Wang at Kohl's. "It got most of us thinking this could be really big," said Mansell.
For her part, Wang said, "This gives me the opportunity to grow an American iconic brand and one that influences people's lives in a much broader sense. It doesn't mean I don't love a $12,000 cocktail dress," she said, but she wants to translate that to things she feels are attainable to people.
While she loves designing high-end apparel, Wang said she's excited about the prospect of having more fun with fashion.
"The Collection business is deadly serious, and it's not even fun. There's so much responsibility with it. We devote a tremendous amount of resources to Collection. The fabric costs are huge. This is very fun and spirited, and I'll get to do some lifestyle things. I'll do wonderful white shirts, great little skirts and great little jackets," said Wang. She said she'll offer a group of items "with a fashion flair."
"We'll certainly have the trends and I'll bring my own unique twist to it, with a sense of detail," she said.
As she has built her company for the past 17 years, Wang said she's been greatly influenced by designers such as Ralph Lauren and Giorgio Armani. "I've seen all these people do such brilliant things with their businesses. They find an audience at many price points and with every retailer. I feel very fortunate, but it doesn't preclude the intense investments at the upper end." Nor will her choice to go with Kohl's stop her from doing a separate bridge line for department stores someday.
"I was very flattered to be approached by some of the best companies in America — Jones, St. John and Liz Claiborne. No two deals were the same. It [the Kohl's deal] was a plan I had in my heart, not just in my head."
By Lisa Lockwood
NEW YORK — After a courtship of almost two years, Vera Wang has finally said "I do" to Kohl's Corp.
The designer and Kohl's said Wednesday that they will team up to create a premium fashion and lifestyle brand called Very Vera by Vera Wang, which will be available at more than 900 Kohl's moderate department stores and kohls.com beginning in fall 2007.
The multicategory deal encompasses women's apparel, intimate apparel, handbags, leather accessories, jewelry, footwear, linens and towels.
Terms of the multiyear contract weren't disclosed, but industry sources said the arrangement could develop into a $500 million business for Kohl's by the third year. Wang will receive both an upfront payment and royalties from Kohl's and could personally reap about $100 million over the length of the contract, said sources.
The deal ends a nearly two-year period during which Wang was wooed by several suitors, including Jones Apparel Group, Liz Claiborne Inc. and even St. John for assorted deals ranging, respectively, from a better sportswear line to an outright acquisition to becoming creative director.
Wang, whose high-end bridal, ready-to-wear and licensing business generates $225 million at wholesale, is the latest major designer to tap into the lucrative mainstream market. For years, the designer has expressed a strong desire to offer more affordable products to a wider audience, and she said Wednesday that was the impetus behind the Kohl's deal.
"I can become a more iconic American brand and be exposed to America in a larger sense," said Wang in an interview at her offices here.
"Some of my frustration is I work very hard at the upper end with all the resources and intellectual thought processes and it's a very challenging thing to do, but more women can't wear it and it will never reach them."
She said she began offering fragrances so women can get the essence of what Wang is about for $85. Today, her fragrance business, licensed to Coty Prestige Inc., garners $100 million at retail, according to industry sources.
Wang seems almost embarrassed by the high prices her Collection commands. "To work with $100-a-yard fabric and $200 embroideries is an elitist world. I value it and adore it," she said, but she also wants to dress women from all walks of life with different lifestyles.
Wang's Collection retails from $395 to $5,000 and is sold in 80 doors, while her lavender label contemporary apparel ranges from $350 to $1,000 and is sold in 300 doors. Her bridal gowns, sold in 100 doors, start at $2,500 and "the sky's the limit," said Wang, who has designed bridal gowns for celebrities such as Jennifer Lopez, Jennifer Garner, Kate Hudson and Jessica Simpson.
Kevin Mansell, president of Kohl's, explained that throughout the lengthy negotiations with Wang, all the conversations had a common ground. "She has had a desire to figure out how her style can be available to more people, and our primary objective as a company has been to broaden the reach of what we offer, reach a broader consumer base and give the consumer we have more options for their wardrobes," he said.
Mansell explained that Kohl's apparel strategy revolves around a good-better-best merchandising plan that focuses on different fashion profiles. The Very Vera lines will be designed to reach the uppermost segment of Kohl's modern women's offerings.
Currently, the highest priced "classic" women's line at the department store — and the biggest launch in its history — is Chaps. Retail prices range from $49.50 to $69.50 for sweaters, pants and skirts and $79.50 to $119.50 for jackets. Mansell said retail prices for Very Vera haven't been set yet, but they will be higher.
"The way we see each brand developing, it's a step up, not a leap," said Mansell.
"We see it as our premier brand that focuses on a modern sense of style," he added. "Vera's got a great fashion sense and a point of view that reaches people. We'll rely on her to guide us."
Kohl's also has a successful deal with Daisy Fuentes for modern women's apparel, accessories and fragrances, which is approaching $250 million at retail, according to sources, and an agreement with the Estée Lauder Cos. Inc. for fragrances, skin care and color cosmetics under five brands, including American Beauty.
According to Mansell, Wang will serve as the design inspiration and style guide for the Very Vera brand. "Our job is to make all the decisions about sourcing and deliver it to consumers," he said, as well as develop presentations and marketing programs. "Our job will be to determine who will produce these goods."
He said several of Wang's 10 designer licensees may be approached to do a lower-tier collection.
Mansell said it hasn't been determined who will be responsible for sourcing the women's apparel. In February 2004, Haim Dabah, chairman and chief executive officer of Regatta Pacific Alliance, was spotted at the Vera Wang fashion show, stirring speculation that he was looking to make a deal with the designer and Kohl's. Mansell confirmed Dabah brought Wang to Kohl's attention, but it hasn't been decided whether Regatta will produce the women's apparel. It is widely believed, however, that Wang will enter into a production deal with Regatta for the apparel production.
"We think very highly of Haim," said Wang. Dabah declined comment Wednesday.
Mansell said the Wang collections will be supported by national TV, local TV, inserts, the Internet and magazine advertising. "There's not a single piece [of Kohl's marketing program] that Vera won't be part of," said Mansell.
He declined to divulge how big a business Wang will be for Kohl's, but said Vera's lines will have their own section of the store, and will also be merchandised with other brands, i.e., Very Vera towels in the linens and towels area.
"We won't project how big a business this will become. It's very, very big," said Mansell.
Wang said she has been working toward this goal for many years, and has informed her retail partners.
"They understand what my goal is and have been supportive. We've been in business for almost 20 years, and we've built up a brand. We've built a certain name recognition and a trust and confidence from the consumer. Anything that we've tackled and tried to start, we've given the same design integrity to anything we've done."
Mansell said Kohl's conducted extensive consumer research before signing with Wang. And Wang herself visited many Kohl's stores throughout the country doing her due diligence.
"She has incredibly high brand awareness and it all came down to women saying, ‘I can't afford it,''' said Mansell. He said consumers know her name from her successful wedding gown business and the fact that celebrities are often seen in her creations on the red carpet. "There's a trust in the brand," he said.
He explained that their research focused on asking women what they thought of being able to buy Vera Wang at Kohl's. "It got most of us thinking this could be really big," said Mansell.
For her part, Wang said, "This gives me the opportunity to grow an American iconic brand and one that influences people's lives in a much broader sense. It doesn't mean I don't love a $12,000 cocktail dress," she said, but she wants to translate that to things she feels are attainable to people.
While she loves designing high-end apparel, Wang said she's excited about the prospect of having more fun with fashion.
"The Collection business is deadly serious, and it's not even fun. There's so much responsibility with it. We devote a tremendous amount of resources to Collection. The fabric costs are huge. This is very fun and spirited, and I'll get to do some lifestyle things. I'll do wonderful white shirts, great little skirts and great little jackets," said Wang. She said she'll offer a group of items "with a fashion flair."
"We'll certainly have the trends and I'll bring my own unique twist to it, with a sense of detail," she said.
As she has built her company for the past 17 years, Wang said she's been greatly influenced by designers such as Ralph Lauren and Giorgio Armani. "I've seen all these people do such brilliant things with their businesses. They find an audience at many price points and with every retailer. I feel very fortunate, but it doesn't preclude the intense investments at the upper end." Nor will her choice to go with Kohl's stop her from doing a separate bridge line for department stores someday.
"I was very flattered to be approached by some of the best companies in America — Jones, St. John and Liz Claiborne. No two deals were the same. It [the Kohl's deal] was a plan I had in my heart, not just in my head."
Selene Darkheart
Member
- Joined
- Apr 30, 2006
- Messages
- 33
- Reaction score
- 0
hmmm.....atleast it's a little bit more, um... approachable? Like, for people in the midwest (me for example) I've always dreamed of being able to be so close to fashion like the people in new york. Perhaps that's why I fell in love with new york
igotgoodjeans
Member
- Joined
- May 8, 2006
- Messages
- 560
- Reaction score
- 0
see that you guys all beat me to the punch on this one - this should be interesting to see. am not a huge vera wang fan but would be curious to see how her designs translate into something more, um, affordable.
She must be getting MAJOR money from them to do it. With these sorts of things though it's really only the first run has the designer is generally involved with. They help get it off the ground and then leave it to their asst's to deal with
grayeyes043
Member
- Joined
- Apr 7, 2006
- Messages
- 332
- Reaction score
- 0
Vera Wang to design line just for Kohl's
What do you guys think about her joining forces with Khol's?
I personally think she should just stick with wedding gowns and try to make a lower tiered line for those who can't afford a 10,000 dollar dress. But, I will check it out next fall and see what she has created.
The Associated Press
Posted 8/24/2006 10:47 PM ET
In the latest step by department stores to team with high-end fashion designers, mid-brow retailer Kohl's announced Thursday a union with Vera Wang, known for her $10,000 wedding gowns, to create a fashion and lifestyle brand.
The exclusive brand called Very Vera by Vera Wang will be available in all 749 Kohl's (KSS) stores and on Kohls.com starting in the fall of 2007.
Under the long-term licensing agreement, Menomonee Falls, Wis.-based Kohl's will be the exclusive provider and marketer in the USA of all Very Vera by Vera Wang merchandise such as sportswear, intimate apparel, handbags, leather accessories, jewelry, footwear, linens and towels.
Financial terms of the deal were not disclosed,
Prices have not been set for the collection, but it will be aimed at the top tier in Kohl's women's apparel offerings, according to Kevin Mansell, president of Kohl's. Currently, the highest-priced women's apparel collection at Kohl's is Polo Ralph Lauren's Chaps, which features $50 sweaters and $120 jackets.
"This is another great example of how Kohl's continues to differentiate ourselves from the marketplace," Mansell said Thursday. He declined to offer sales projections for the collection.
Kohl's and other department stores are increasingly turning to big designer names to develop exclusive merchandise, following in the footsteps of discounter Target (TGT), which has done well with its partnerships with Isaac Mizrahi and Cynthia Rowley. J.C. Penney (JCP) teamed with dress designer Nicole Miller to develop an affordable collection, while Federated Department Stores (FD) announced a deal in April with home diva Martha Stewart to develop a home furnishings collection that will be rolled out at Macy's stores in fall 2007.
For Vera Wang, the licensing pact with Kohl's serves as a big opportunity to expand her customer base to middle-income shoppers. The New York-based designer has branched out beyond gowns to include home furnishings, jewelry, stationery and eyewear, but they carry designer price tags.
Wang said that "it has troubled" her for quite a while not to be able to offer her designs to all women. "We have been quite elitist in terms of price points," she said
The designer added that she doesn't believe expanding her designs to a midprice retailer such as Kohl's will taint her reputation as a designer, citing names like Ralph Lauren and Giorgio Armani, both of whom have developed fashion empires that have appealed to a broad base of shoppers.
"In all honesty, I have weighed everything," she said. But what's important is that there's good quality, trust and value at all levels of merchandise, she said.
In May, Wang received the Andre Leon Talley Lifetime Achievement Award from the Savannah College of Art and Design
http://www.usatoday.com/money/industries/retail/2006-08-24-vera-wang_x.htm
What do you guys think about her joining forces with Khol's?
I personally think she should just stick with wedding gowns and try to make a lower tiered line for those who can't afford a 10,000 dollar dress. But, I will check it out next fall and see what she has created.
The Associated Press
Posted 8/24/2006 10:47 PM ET
In the latest step by department stores to team with high-end fashion designers, mid-brow retailer Kohl's announced Thursday a union with Vera Wang, known for her $10,000 wedding gowns, to create a fashion and lifestyle brand.
The exclusive brand called Very Vera by Vera Wang will be available in all 749 Kohl's (KSS) stores and on Kohls.com starting in the fall of 2007.
Under the long-term licensing agreement, Menomonee Falls, Wis.-based Kohl's will be the exclusive provider and marketer in the USA of all Very Vera by Vera Wang merchandise such as sportswear, intimate apparel, handbags, leather accessories, jewelry, footwear, linens and towels.
Financial terms of the deal were not disclosed,
Prices have not been set for the collection, but it will be aimed at the top tier in Kohl's women's apparel offerings, according to Kevin Mansell, president of Kohl's. Currently, the highest-priced women's apparel collection at Kohl's is Polo Ralph Lauren's Chaps, which features $50 sweaters and $120 jackets.
"This is another great example of how Kohl's continues to differentiate ourselves from the marketplace," Mansell said Thursday. He declined to offer sales projections for the collection.
Kohl's and other department stores are increasingly turning to big designer names to develop exclusive merchandise, following in the footsteps of discounter Target (TGT), which has done well with its partnerships with Isaac Mizrahi and Cynthia Rowley. J.C. Penney (JCP) teamed with dress designer Nicole Miller to develop an affordable collection, while Federated Department Stores (FD) announced a deal in April with home diva Martha Stewart to develop a home furnishings collection that will be rolled out at Macy's stores in fall 2007.
For Vera Wang, the licensing pact with Kohl's serves as a big opportunity to expand her customer base to middle-income shoppers. The New York-based designer has branched out beyond gowns to include home furnishings, jewelry, stationery and eyewear, but they carry designer price tags.
Wang said that "it has troubled" her for quite a while not to be able to offer her designs to all women. "We have been quite elitist in terms of price points," she said
The designer added that she doesn't believe expanding her designs to a midprice retailer such as Kohl's will taint her reputation as a designer, citing names like Ralph Lauren and Giorgio Armani, both of whom have developed fashion empires that have appealed to a broad base of shoppers.
"In all honesty, I have weighed everything," she said. But what's important is that there's good quality, trust and value at all levels of merchandise, she said.
In May, Wang received the Andre Leon Talley Lifetime Achievement Award from the Savannah College of Art and Design
http://www.usatoday.com/money/industries/retail/2006-08-24-vera-wang_x.htm
elschic111
Member
- Joined
- Nov 16, 2005
- Messages
- 409
- Reaction score
- 0
it's amazing how many massclusivity deals have gone forward in recent months...
it's hard to keep track!
it's hard to keep track!
LoveMyBoots
Active Member
- Joined
- Jun 30, 2005
- Messages
- 3,735
- Reaction score
- 0
none of these ever ceases to amaze me 
softgrey
flaunt the imperfection
- Joined
- Jan 28, 2004
- Messages
- 52,984
- Reaction score
- 411
i am astonished at the number of these lines in recent years....
i really don't know what to think...
...
meg's right though...
for example....
isaac doesn't design the target stuff...
they just use his name and he makes appearances etc...
he's sort of creative director i guess...
but target has other designers on staff who do the designs...
i think isaac does hire those people or at least approves them for the position...
vera doesn't even design her own collection...
someone she hired from marni is doing it....
...
i really don't know what to think...
...meg's right though...
for example....
isaac doesn't design the target stuff...
they just use his name and he makes appearances etc...
he's sort of creative director i guess...
but target has other designers on staff who do the designs...
i think isaac does hire those people or at least approves them for the position...
vera doesn't even design her own collection...
someone she hired from marni is doing it....
...
Last edited by a moderator:
make_me_whole
Active Member
- Joined
- Apr 14, 2006
- Messages
- 1,252
- Reaction score
- 2
hell no.i hate kohls!they have such awful clothes.
LoveMyBoots
Active Member
- Joined
- Jun 30, 2005
- Messages
- 3,735
- Reaction score
- 0
softgrey said:meg's right though...
for example....
isaac doesn't design the target stuff...
they just use his name and he makes appearances etc...
he's sort of creative director i guess...
but target has other designers on staff who do the designs...
i think isaac does hire those people or at least approves them for the position...
vera doesn't even design her own collection...
someone she hired from marni is doing it....
I had no freakin' clue! I so disappointed and beyond angry, though it does make a lot of sense...
Last edited by a moderator:
liberty33r1b
Well-Known Member
- Joined
- Nov 9, 2003
- Messages
- 24,345
- Reaction score
- 783
i wanna see vera for h&m next, that way i could buy her pieces here too....
crow_watcher
Active Member
- Joined
- Feb 21, 2006
- Messages
- 4,474
- Reaction score
- 2
Its all about business and making a profit for their respective companies. Vera Wang reaching out to the "average people" doesn't "lessen" her more exclusive line. It's being competitive with the other designers moderate wear.
Personally for the most part,I like this new trend. It shows how creative big name designers can be on a lower budget scale.
BTW-I don't think all big name designers should venture in this area.
Personally for the most part,I like this new trend. It shows how creative big name designers can be on a lower budget scale.
BTW-I don't think all big name designers should venture in this area.
Last edited by a moderator:
classic1908
Member
- Joined
- Sep 4, 2002
- Messages
- 781
- Reaction score
- 1
LoveMyBoots said:I had no freakin' clue! I so disappointed and beyond angry, though it does make a lot of sense...
It makes a heckuva lot of sense. I don't think that many designers who have bridge or moderate lines actually design the gear, although I suspect they do sign off on what goes to the stores under their name.
I have never been in a Kohl's. I would like to see what VW does. As an aside, I'm not wild about Oscar de la Renta's moderate line. I saw some skirts in a jobber the other day, and I don't do polyester satin. He could have done a nice cotton or a silk.
fashnistabrooke
Member
- Joined
- Mar 27, 2006
- Messages
- 42
- Reaction score
- 0
I think this is a little low. The collaborations are going too far. I'm getting sick of them.
Similar Threads
Users who are viewing this thread
New Posts
-
-
-
-
US Vogue November 2025 : Nicole Kidman by Carlijn Jacobs, Greta Lee & Ayo Edebiri by Tyler Mitchell (14 Viewers)- Latest: MModa
-
