Last year, Reed Krakoff abruptly pulled the plug on his namesake ’empire.’ We heavily documented the merchandise liquidation and the store closings. (You can read a riveting in-depth story about the fall of Reed Krakoff in this month’s Vanity Fair.)
Some New Yorkers might confuse Kohl’s with a popular power source in the 1800s but today many suburbanites shop at Kohl’s for their affordable (read: quite inexpensive) designer collections. Where many cost conscious retailers have struggled to stay relevant, Kohl’s has found success with its continually changing designer partnerships. Some of the more successful collections include, Vera Wang, Thakoon, Michelle Smith (Milly) and Juicy Couture.
Now the man behind Coach and one of the most expensive fashion flops is landing at Kohl’s. The “Reed” collection, which consists of bags and clothing went live on the Kohl’s site today and will be available in stores on April 21. The prices of bags and apparel range from $15 to $129.
The bag designs are exactly the same as bag versions sold on Madison and in Bergdorf Goodman. The style names haven’t even been changed. Shoppers can find versions of the Boxer ($119), the Atlantique ($109) and the popular RK40 ($15-$129). Luggage tags are adorable and just $15.
In an interview with Fashionista Krakoff said “he sought out soft but super durable materials that wouldn’t lose shape when filled with belongings, and that could hold up to saturated colors.” (It would have been nice if he found a leather that wouldn’t lose shape when he was designing for the luxury customer.)
For the clothing, Reed went back to the designs he planned to execute for his luxury line before he closed up shop. For Kohl’s, Krakoff used “unique production through new custom prints and fabrications.” The asymmetrical skirt was a mainstay in the designer’s original line and has been conceptualized here for just $79. Scuba fabric is always popular within Kohl’s collections and was used in this sheath dress that’s $68. This shift dress is also $68 and this watercolor top is $50.
We aren’t doubtful that this collection will be considered a success but takes a lot of effort to keep customers continuously engaged. This is true on the top of the market and at the lower rungs.