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The Challenges for Vera & Her Kohl's Collaboration

The Challenges for Vera & Her Kohl's Collaboration

Not too long ago we flashed the news about Vera Wang's collection for Wisconsin-based department store Kohl's - a far cry from the designer's concrete jungle of NYC. A recent article in the NY Times revealed some interesting challenges the queen of bridal couture is facing with her midmarket retail endeavor.

The most obvious concern with creating mass market collections is that it undermines their prestige amongst affluent customers. They cited Halston as the classic example, who was dropped by luxury retailers after signing a deal for a line at J.C. Penney (remember them?!). However, times have changed and after cheaper lines at H&M for Karl Lagerfeld and Stella McCartney, to name a couple, I don't think Chanel or Stella's reputations have suffered. Then again, I am not (yet) an affluent customer. Vera feels this risk was outweighed by the resources and business expertise Kohl's brings to the table.

The other challenge was that Vera simply needs mo' money. She has reached a crossroads after her business rapidly grew and she lacks the resources, ie. cash, to keep expanding. A lesser known fact is that designers need a lot of funding to keep afloat. Wang puts it, "We need a lot more to play in the sandbox, so to speak." She reached out to Kohl's in an effort to keep her business bountiful.

Lastly, perfectionism has a price when exploring new territory. Wang had a hard time adjusting to the requirement of producing fewer styles in greater quantities. No more chucking extravagant fabric that isn't perfect to the curb Vera! The good news is compromise was achieved and a gold brocade skirt that is a $68 replica of a $890 one from her Fall collection made the cut. Yay!

Sorry for the long update but I thought all of this was very interesting since we're in the midst of a high-low fashion revolution. Look out for Simply Vera at Kohl's stores in September.

Source

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Join The Conversation
mandykw mandykw 8 years
I don't like Kohls but I will definently shop there when this line debuts. To me, Vera can do no wrong.
bellahoney bellahoney 8 years
i think whatever happens, whenever someone says vera wang, i still think of elegance.
LaLa0428 LaLa0428 8 years
I'm scared for her, because I would hate for her to lose any designer cred, kind of like Isaac Mizrahi. He was like one of the happening designers and now he's doing Target. Which is cool, for us. Sorry just rambling through my thoughts.
jill12 jill12 8 years
I really don't like Kohl's...they drive me nuts with their "sales". Their stuff is so marked up to be marked down to regular price. I will probably check this out though.
mommie mommie 8 years
I'm going to check it out in September.
tati33 tati33 8 years
interesting...
tati33 tati33 8 years
interesting...
butterfly7 butterfly7 8 years
I do like Kohl's. So I'll be curious as to what she has for fall.
Fashionsugar Fashionsugar 8 years
Yeah, I don't like the clothes in the picture...but I'd love to see the new line in person! I only expect the best from Vera!
RCLdesigngirl RCLdesigngirl 8 years
Is this picture a picture of the collection for Kohl's? Cause if so, YUCK!
glam-sugar glam-sugar 8 years
I'm anxious to see this. I did buy an Elle top from Kohl's and I like it.
HuongStar HuongStar 8 years
I know I'll be in the nearest Kohl's once this collection debuts and hopefully, it won't be as hit-or-miss as the Target GO! collections.
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