The brilliance of Kohl's OR What's in a name

[Kevy Baby]

Originally Posted by Ghoulish Delight

Craftsman, Mossimo, and I believe Greatland (dunno about Amanna) can all be found in stores other than their original. Yes, they started that way, but those brands were marketed as brands and eventually franchised out. The Craftsman name, for example, was pushed...and look what happened to Sears. It almost died in the early 90s once demand for their exclusive brands outpaced demand for the store. Now they're back, but have slid in terms of brand loyalty. I believe that's what Kohl's is trying to avoid.

And that is what happened with Craftsmen et. al. These are older, more mature names. The same thing will (probably) happen with Kohl's over time as well.

And that same slide is what Sear's tried to avoid themselves. They just came to realize (as will Kohl's at some point) that their developed name matured to the point where they can make more money by cross-selling it through other venues.