No Turn On Red

Today, JCPenney has announced the launch of a new activewear line called Xersion. The line, developed, sourced, and designed by the retailer, fits in the “better” pricepoint of Womens activewear. This is one of the six brands JCPenney is launching with this back to school season.

More details are available in their own press release.

Timing of this launch is interesting as Kohl’s readies to launch their exclusive licensing agreement for activewear with Fila. Makes sense that JCPenney would want to ramp up their private label activewear offerings.

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Someone forgot to merchandise these products in the J.Crew store:

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The Channel Checkers are reporting that Kohl’s has started selling Vera Wang merchandise earlier than the advertised street date of September 9:

We have been surprised so far in our survey. 12 of the 25 (48%) stores we have called this week have told us that they already have the Vera Wang line and are selling it. We were told there is a Vera Wang perfume on sale at Kohl’s now too. Many of the stores that have the line appear to be in the Pacific Northwest and the Southeast. Stores in Washington and Oregon and South Carolina and Georgia provided the bulk of our positive responses. We called one store in New York City and they claim to be stocking the line already as well.

Read more at their site under: Vera Wang Line Sneaking Into Kohl’s Early.

In the past, Kohl’s generally rolls out their national branch launches in highly coordinated affairs, unveiling the new line in all of the markets on the same day. We saw this in 2005 with the launch of Candies, as an exclusive Kohl’s brand, and we’ve seen it through the past few years of growth in the Chaps brand. These launches, from new fixturing to promotions to actual merchandise are all tied in to hit the stores on the same day, with major national ad campaigns behind them.

There are exceptions to this: Casa Cristina rolled out in the Southwest in Q4 2006 prior to a national launch in early 2007. More contemporary lines, such as Elle and Stamp 10, have seen staggered growth after successful launches. The retailer has also tested new products and concepts on smaller levels before rolling out nationally - case in point is the recent addition of a private-label tuxedo line to the menswear departments of their stores in a slow rollout.

It does surprise me to hear that Kohl’s may have let this merchandise out early. It seems to be against their past behavior. Is Kohl’s really selling Vera Wang merchandise early in an attempt to reach out to some test markets? This is the largest brand launch in the retailer’s history - so perhaps it is time to do things differently than they have in the past.

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A bit of lingo that I’ve learned lately: turns out that Target refers to the the impact of the Back to School/Back to College season on their stores, by classifying them into levels. The levels are No Affected, Affected, Freaky, and Super Freaky. It doesn’t appear that there are a lot of Super Freaky stores in the company, but those that are classified as such, are situated within close proximity to college campuses. I wonder what kind of percentage increase these stores see, over the rest of the company, during the season.

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Was in an Old Navy this weekend, really briefly. Didn’t get much chance to dive into the new merchandise, but it looks like they are starting to transition into Back to School. Saw that the denim has been moved back to the front on the Missy side and is supported with a new graphic package that looks really sharp. Die cut words calling out the “Denim” shop on the Mens side and the different cuts of denim on the Missy side. Looks like they are cut out of foam core or something similar, but did not get a real good look at it. The picture above is an example of what the Mens side looked like.

I’ve gotta give credit to the store I was at (Freehold, NJ) as they were looking real sharp (presentation wise) going into the weekend. Look at the fold on those jeans! Typically, I haven’t been seeing that when I go to the mall on a Friday afternoon - and honestly, it’s not something I’ve seen at Old Navy all that much lately. First thing in the morning, their stores look great but the on-going maintenance, during the day, isn’t always there. But this store nailed it.

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In what I think is one of the most brilliant move marketing campaigns of the past few years, 7-Eleven has turned 11 of their stores into Kwik-E-Marts, the fictional convenience store from the Simpsons. This is to promote the upcoming release of the Simpsons movie. 11 stores across the country have been outfitted in Kwik-E-Mart branding, complete with brands featured in the show that never actually existed before (Buzz Cola, Squishees, and KrustyOs cereal).

What makes this interesting is that 7-Eleven is putting up the bulk of the cost associated with this promotion. They’ve put out the money (”somewhere n the single millions”) to outfit their stores with the new look for the month. They believe this will show that they have a sense of humor about themselves and attract new customers.

It is a big gamble for the company, but the press they will generate from this will probably be great. The important thing is that they didn’t half-ass this - this is a company who took an idea and ran full force from it. The level of detail is impressive and will attract die-hard Simpsons fanatics, as well as casual viewers and non-fans alike.

The messageboard the No Homers Club has a thread with tons of photos of the interior and exterior of one of these converted locations while the Associated Press has more on the business end of things.

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This week, I’ve been talking about the retail growth in Atlantic City. The recently completely Nike Factory store is another fantastic example of how great retail in that city is looking:

The store opened within the past two months and is reportedly the first store of it’s kind for Nike.

The location of the store is unbelievable. Situated in the median of the Atlantic City Expressway, right as you get to the beachfront/casino area, it is one of the most visible, non-casino properties in the city. The exterior of the building has floor to ceiling windows, filling the interior with natural light. I was there on a beautiful, sunny Summer day and I couldn’t believe how bright the interior was.

Merchandise is presented well, with the full range of Nike products shown. Mannequins and innovative fixturing, mixed with huge (over 10 feet tall) graphics showing their products in action, lead to a great shopping experience. Sneakers are presented in a self-serve format, with a range of products offered.

There is also an separate, smaller store that is dedicated to the Converse brand. Same level of excitement, innovation, and merchandising excellence.

I was really surprised to see how nice this store looked. It compliments the rest of the Walk outlets. Atlantic City is becoming a destination shopping experience, with a great mix of high and low-end retailers. If you are in New Jersey and looking for a great place to shop, check out Atlantic City.

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Good article on Sears, focusing on the new Lands End shop, from today’s Asbury Park Press. Called “Changing clothes“, it focuses on some of the stores in my area (New Jersey) that have rolled out the new Lands End shop, what it means to their business, and what Sears is trying to do to turn things around.

I had previously written about Sears’ Lands End shop when they rolled out out, as one of the stores in my area appeared to be one of the first to roll it out. I have been enthusiastic about the concept. I think that the Lands End shop is one of the more exciting shopping concepts in any department store today. But I still worry that Sears is not doing enough in the rest of the store to match that experience.

They need to figure out a way to make the entire shopping experience in the store more exciting. The Lands End shop should be reflective of the store as a whole, not awkwardly sticking out from the messy racks of markdown merchandise in the department next to it. Between the Lands End concept and the new marketing campaign, I think Sears is starting to turn some heads.

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Some links for today:

First off, two stories from the Consumerist. In one, an Target employee alleges that security there “mostly follows black people”. Article contains a rebuttal on most of the points from another current Target employee. As usual with the Consumerist, great comments on that article with some more interesting information.

Also from the Consumerist, some leaked internal documents from AT&T, in regards to the retail end of the iPhone launch. As the biggest technology and consumer electronics launch of this year, this will have huge implications on retail. With so many people wanting to get it, I’m interested to see how other retailers (non AT&T/Apple) react to this and try to get people to buy their products on iPhone launch day.

Yesterday’s New York Post has an article, Macy’s Margins, on the behind the scenes concerns of Macy’s regional buying officiers and what that means to the consumer.

Finally, Zumiez’s Couch Tour was in Deptford, NJ (just outside of Philadelphia). Reports are that several teenagers were hurt at the concert. But what is amazing to me is that estimates put the crowd at 2,000 to 2,500 people. Great turnout for this event. I’d imagine Zumiez is happy with those kinds of figures. More coverage from the Gloucester County Times.

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It has been a long time coming, but we are all one step closer to seeing Vera Wang’s new collection in Kohl’s stores. A preview night was held last week, were the press and the public got to see the first glimpses of the collection, known as Simply Vera. WWD released some preview photos of the collection:

This style is much more fashion forward than anything else Kohl’s is currently offering. But I’m excited to see what the individual pieces look like when the line rolls out in September.

I first talked about this collection last August (here and here) and personally, I think this is a huge move for Kohl’s. When it was announced, it may not have seemed like a perfect fit between the designer and the retailer. Why Kohl’s? But as Kohl’s has unveiled other brand launches and grown their contemporary fashion offerings over the past few seasons, it now seems like all the wheels are in motion for a very huge launch.

After announcing a very positive Q1 results on today’s conference call, the retailer outlined some of their future merchandising plans:

The launch of the Simply Vera collection and the new housewares line by Food Network will be supported by new fixturing. This is on top of new fixturing that most stores already received this year for the expansion of Chaps into the Home and Plus Size areas.

Intimates will see much growth in the so-called contemporary and updated areas with the launch of Simply Vera, the expansion of the Daisy Fuentes line into more doors, and the launch of a new private label Intimates brand called Moments. The new line will launch in 200 doors in June with further growth in the Fall and will be available in all stores by Q1 2008.

Also on the growth front, they say that the launch of the new Elle line in Misses is going so well that they are ramping up the rollout with an additional 250 stores receiving the product in September and all stores carrying the line by Q1 2008.

Like I said before, it may have seemed that the match between designer and retailer may not have seemed to mesh with the core Kohl’s shopper. But as I look across the ‘blogosphere’, I’m seeing a lot of early positive reaction to these preview photos. Judging by the comments, Kohl’s is attracting attention from people who previously hadn’t shopped at the retailer.

Just a few of the blogs that I’m seeing activity on: Miss Lovely, The Budget Fashionista, Catwalk Queen, nitro:licious, MTV Style Blog, and FabSugar.

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