The news: Kohl’s is losing traction with shoppers as a series of strategic missteps leaves it vulnerable to intense competition from off-price, ecommerce, and big-box retailers.
How we got here: Kohl’s has employed many tactics to bolster its consumer appeal. It partnered with Sephora, Amazon, and Babies R Us; relaunched tween apparel brand Limited Too; and increased its assortment of branded apparel at the expense of its private labels.
But those initiatives have failed to move the needle on sales—and in certain cases backfired.
Our take: Buchanan has a difficult job ahead of him; Kohl’s is underperforming relative to competitors.
The retailer is in dire need of a new strategy—preferably one that doesn’t rely on the strength of other brands to prop the retailer up.
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