Kohl's New Collection in Stores - Analyst Blog

Kohl's Corporation KSS has been focusing on introducing new brands in order to keep the inventory assortment fresh and drive customer traffic to its stores and website. Under its concept DesigNation, the company showcases clothes from premier U.S. designers. The limited-period collection is inspired by various international destinations, with a different designer for every new collection launched. The collection is showcased exclusively at Kohl's stores and the company's website Kohls.com.

Kohl's DesigNation collection was introduced in fall 2012 with designer Narciso Rodriguez and followed up by Derek Lam and Catherine Malandrino. Recently, the company launched its new collection in partnership with famous U.S. designer Peter Som under the concept DesigNation. This was the designer's first association with Kohl's.

Peter Som's contemporary collection is inspired by the St. Barths island and is specially designed for women. The designer is famous for his color combination, exclusive signature prints and distinctive designs, which perfectly complement feminine beauty. The designer has used scenery and nautical colors, tropical-inspired prints and chic silhouettes for his collection. The retail prices of apparels range from $38 to $88.

The upcoming collection is from Elie Tahari, which will be available exclusively at Kohl's and Kohls.com in fall 2014. The collection, influenced by the New York City, will showcase misses' apparel.

Kohl's continues to benefit from several private and exclusive brands like Jennifer Lopez, Marc Anthony, Rock & Republic, and Van Heusen brands. These were introduced in 2011 and continue to do well in sportswear, dresses and other apparel categories. In 2013, Kohl's launched an assortment of over 20 new national beauty and fragrance brands in over 250 stores and online.

For fiscal 2014, Kohl's plans to launch an exclusive collection for children with the Jumping Beans brand featuring Disney characters. The company is also planning to offer IZOD branded menswear in Kohl's stores nationwide and on Kohls.com in the fall of 2014. Kohl's will also launch the Juicy Couture brand in fall 2014, which will include apparels for women and girls as well as home accessories. The DesigNation collection is also expected to offer customers with more fashion options and drive top-line growth for the company going forward.

Kohl's carries a Zacks Rank #3 (Hold). However, better-ranked stocks in the retail sector include Macy's Inc. M, Foot Locker, Inc. FL and The Kroger Co. KR. All of them carry a Zacks Rank #2 (Buy).