Kohl’s Tries to Win Women Back

Kohl’s holiday sales were lifeless and the company believes women’s apparel was one of the reasons. According to CNBC, fewer women have been purchasing clothes from department stores, with more choosing rental options and some buying used clothes or purchasing them online. To counter this, Kohl’s has constructed a plan to win women back. This includes a new merchandising structure that will phase out 8 of its women brands and rely more on partners like Under Armour and Adidas while also adding more mannequins to display how to dress head to toe (no joke). It could be worth the effort because women’s apparel accounts for 30% of the company’s sales each year. Let’s just hope the mannequins don’t come to life and rebel against their fashion-focused human overlords.