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作者：雷霆之怒公益服 来源：http://www.edmi.com.cn 时间：2020-11-25 16:02
Brands like Simply Vera, Abbey Dawn, Tony Hawk, apt. 9 and Sonoma may not mean much to South Florida shoppers just yet.
The challenge Kohl's will face in South Florida is adapting its merchandise to the area's climate and fashion tastes. Other retailers going after this value niche in South Florida have failed over the years, including Mervyn's and Uptons.
At a time when South Florida consumers and others across the country are struggling through difficult economic times, industry experts say Kohl's will bring another affordable fashion alternative priced below Macy's and more on a par with JCPenney. The biggest chunk of Kohl's merchandise falls in the $20 to $40 price point, with the most expensive items being a leather jacket that on a sale price would run $150.
''You're going to see a lot of Miami-only product around the whole store,'' Fernandez said. ``The company is committed to assorting the merchandise for South Florida.''
Kohl's has a new extensive sale flier each week starting on Sunday with discounts than can range from 25 percent to 60 percent off various collections. The merchandise also features national brands such as Levi's, Dockers, Carter's, Nike, Reebok and Jockey.
''We pretty much empower our associates to do the right thing for the customer,'' Fernandez said.
''Kohl's has been successful wherever it has gone,'' said Bernard Sosnick, retail analyst with Gilford Securities. ``They offer shoppers low prices, weekly promotions and attractive stores that are located near their homes and reduce the shopping trips.''
Kohl's stores are open longer hours than most of its competitors, from 8 a.m. to 10 p.m. every day except Sunday, when they're open from 9 a.m. to 9 p.m. The retailer also offers a flexible return policy, said Luis Fernandez, district manager for Kohl's in Miami-Dade and Broward counties.
''They will fill a huge gap in the market,'' said Herbert Leeds of Leeds Business Counseling, an Aventura-based national retail consulting firm. ``They're very bright merchants who know how to appeal to the middle class, whatever is left of them.''
Yet the opening day merchandise assortment still includes a number of heavy wool sweaters and a sizable collection of conservative apparel that doesn't have enough flair for even some of South Florida's conservative soccer moms.
Although Kohl's is opening with a smaller concentration of stores than when it usually goes into a new market, industry experts are optimistic about the retailer's prospects in South Florida.
The stores are designed in a racetrack format, so with one loop customers can quickly survey women's, men's, children's, accessories and home accessories. The stores in Hialeah and Hollywood are two levels because of real estate constraints.
Those names are part of the large collection of private and exclusive brands on which Kohl's has built its reputation as a value-oriented retailer catering to families and time-stressed shoppers. Private and exclusive brands represent a growing 42.7 percent of the chain's sales.
Kohl's is hoping that will change quickly starting Wednesday when the Midwestern discount department store chain opens its first six stores in Miami-Dade and Broward counties.
A tour of the Kohl's store opening in Kendall reflected an effort to offer some summer merchandise, although the traditional retail calendar has already shifted to heavier fall clothes. All the South Florida stores will have a small assortment of bathing suits, shorts, flip flops and beach towels available year round. In the men's department, there's also a special line of linen pants and tops designed with a casual, tropical flair.
Unlike most department stores, Kohl's typically opens in neighborhood strip shopping centers so consumers don't have to hassle with the crowds or the trek to the regional mall. Finding the right real estate in South Florida was a challenge, which was why it took Kohl's several years to be able to open the stores next week in Homestead, Kendall, Hialeah, Miramar, Hollywood and Coconut Creek.
''Like anybody who moves into this market, they have to do some on-the-job training,'' said Cynthia Cohen, president of Strategic Mindshare, a Miami-based national retail consulting firm. ``It's not a slam dunk. But Kohl's isn't Mervyn's; they'll learn.''
Kohl's hopes its celebrity brand partnerships will appeal to South Florida's Hispanic consumers. Model and TV personality Daisy Fuentes has her line of women's apparel and accessories, while Casa Cristina features home furnishings by Spanish television talk show host Cristina Saralegui.
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