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This burgeoning powerhouse has become an important change agent for the retail industry—and especially the department store sector. Kohl’s is a change agent not because of its size, profitability, or growth, but because of its ability to increase shopping efficiency. Find out what makes the Kohl’s concept work and whether the same approach can work for others.
Table of Contents
Strategic Perspective 1
What’s In Store at Kohl’s 1
Key Lessons 2
A Consistently Strong Performer 4
Why It Works: The Retail Positioning Model for Kohl’s 5
Positioning Variables 5
Retail Mix Variables 9
Low Cost Structure 12
National Expansion Plans 14
The Kohl’s Influence: Will the Same Approach Work for Others? 15
If You Can’t Beat ‘Em 15
Opportunities to Differentiate 20
Key Charts and Tables
Kohl’s Key Performance Metrics, 1992-2000 4
· Net Sales
· Year-to-Year Sales Growth
· Net Profits
· Year-to-Year Profit Growth
· Number of Stores
· Same Store Sales Growth
· Sales per Square Foot (Selling)
Same Store Sales Growth, Kohl’s and Key Competitors, Nov 2000 – Nov 2001
4
Kohl’s Retail Positioning Model 5
Demographic Profile of All Primary Household Shoppers and Frequent Shoppers of Kohl’s and Competitors
6
Consumer Market Matrix Frequent Shopper Profiles for Kohl’s and Competitors
7
Kohl’s Merchandise Mix, 1997-2000 8
Style of Clothes Worn Most Often Among Frequent Shoppers of Kohl’s and Competitors
8
Selected National Brands at Kohl’s 10
SG&A Expense Ratio, Kohl’s and Key Competitors, 1995-2000 13
Gross Margin, Kohl’s and Key Competitors, 1995-2000 13
Sale-to-Stock, Kohl’s and Key Competitors, 1995-2000 13
Gross Margin Return on Inventory Investment, Kohl’s and Key Competitors,
1995-2000 13
Kohl’s: Number of Stores by State, 2001 14
Women’s Apparel: Store Bought From Most Often 21
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