Name: Kohl's Is Making Some Changes to its Sonoma Line
Uploaded: 2016-03-11
Duration: 1 min 5 s
Description: To kickstart business

Kohl's Is Making Some Changes to its Sonoma Line

Kohl's is going back to basics. With its billion dollar in house brands as a way to kickstart its business. It's rebooting Sanoma, its apparel and home goods line. The new cinema will feature stylish classic items produced using better materials, including softer towels and jeans with better washes, the company explains. Over the years, we were looking at it as different categories within cinema, like women's men's and home items rather than as a true brand. We knew that cinema was a vehicle we needed to reimagine. Cole's first began working on a major overhaul 18 months ago, but so far the increases in sales have been minimal. The new focus on simplicity extends behind the scenes to to protect profit margins, Cold plans to reduce the amount of merchandise that eventually gets clearance. Certain products have been shifted to other lines, so the cinema inventory will also be leaner, and merchandising decisions will now be made monthly instead of quarterly. As Kohl's chief, merchandising and customer officer, Michelle Gass, explains, It should be the crown jewel of our company. It's our brand