Kohl's Private Brand Packing Design
OBJECTIVEIn order to better compete with major retailers, such as Target , K-mart and Macy’s department store, Kohl’s will introduce higher quality private brand products paired with improved packaging design. This strategy will introduce private labels into its brand, its encouraging sales within its already established higher-tier items that currently represent 16% of its overall sales.
Kohl’s current tag line is “Expect Great Things.” The package designs will focus on the expectation of what the customer is buying and also add unexpected elements to make the packaging more interactive and fun. Since none of kohl’s current private brands are positioned in the “better” or “best” categories in terms of quality, one main goal will be to expand their merchandise into these “luxury” categories through design.