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Vera Wang just tied the knot with a new suitor --- Kohl's Corp.
Best-known for her chic wedding gowns, Wang, 57, signed a contract this week with the Wisconsin-based department store chain to create Very Vera by Vera Wang. Merchandise will include sportswear, intimate apparel, handbags, leather accessories, jewelry and footwear plus linens and towels, which will be available in fall 2007.
Much like the Isaac Mizrahi partnership with Target, this move allows Kohl's to build a lifestyle brand around Wang. Her items will be carried at Kohl's 817 stores nationwide, including 21 in Georgia, as well as Kohls.com.
Georgia State University marketing professor Ken Bernhardt calls it a win-win situation for Kohl's and Wang. "It's a positive for Kohl's image, and it will help, just like Isaac Mizrahi helped Target," he said. "First you build your reputation and then you broaden your market."
But this is not Kohl's first foray into exclusive designer/celebrity tie-in merchandise. Former MTV icon and model Daisy Fuentes designs a line of casual separates, while beauty giant Estee Lauder promotes an exclusive skin-care and cosmetic line under the name American Beauty.
Wang also designs a luxe ready-to-wear collection and a contemporary apparel line sold in upscale specialty shops. This partnership with Kohl's will give her a chance to reach a wider audience, an issue that has troubled her in the past.
"I've been a bit of an elitist," she said during a conference call with reporters. "My clothing starts at $500 and goes to $10,000. With Kohl's, I can do things within a whole different frame of reference. It will be fun."
Prices for the Wang brand have not been set, said Kevin Mansell, Kohl's president. But he added that Very Vera will be "in the best price point, a step up from what we have today."
Currently, Chaps is the highest priced women's offering at the value-oriented chain. Chaps sweaters and tops range from $24.50 to $69.50, trousers and skirts from $49.50 to $69.50 and jackets from $79.50 to $119.50.
"We intend to make it [the Wang brand] the single biggest launch in Kohl's history and make it a long-term commitment," Mansell said.
In the past, Wang has expanded into wedding registry items, such as china and silver sold at Macy's and Bloomingdale's, and even a line of mattresses. But she considers the Kohl's partnership to be an exciting new challenge.
"I've worked in fashion for 37 years," she said. "I dedicated my life to dressing women.
"It's not a job. It's a passion." Marquee designers
By signing on to create Very Vera exclusively for Kohl's, Vera Wang is following other designers and celebrities who have entered the mainstream market.
> Target: Isaac Mizrahi designs a collection of women's sportswear and accessories. In addition, he designs a line of couture clothing, sold exclusively at Bergdorf Goodman in New York. For men, Target recently added British designer Keanan Duffty, who designs a rock 'n' roll inspired collection.
> Kmart: Domestic diva Martha Stewart creates a variety of items for the home, inside and out. It includes everything from furniture to a hardware collection for the bathroom. Actress Jaclyn Smith was one of the first celebrities to sign on with a mass merchandiser. Kmart carries her line of apparel and accessories.
> Wal-Mart: Mark Eisen designs the George ME women's collection that includes sportswear and outerwear. Kohl's Corp.
Copyright 2006 The Atlanta Journal-Constitution
