Fashion and TV seem to be a sure fire marketing mix for retailers. Witness the weekly sellouts of NBC’s Fashion Star apparel. Before that, Project Runway fashions at various retailers including Macy’s and Piperlime, have sold briskly. Now enter Kohl’s into the marketing mix with fashions based on American Idol. You guessed, this is a collection of T-shirts, jeans and casual jackets. Considering the popularity of the show, this could be a bonanza for Kohl’s. The newly American Idol fashion brand is labeled Authentic Icon (AI) and will be available exclusively at Kohl’s and Kohls.com Juniors departments this month,on April 26th. Kohl’s has done well with their JLo collection, so clearly it’s a good idea to capitalize on the teen market the American Idol show enjoys, and try to have another success.
|Pictured: T-shirt and striped jeans from the Authentic Icon line for Kohl’s.|
While I am continually impressed by Kohl’s ability to market themselves to consumers, I really am not in love with this collection. There’s nothing new or original here. I like their Rock & Republic revival a bit better. What do you think readers?