90s-style collaboration: Kohl's and Levi's unveil joint capsule collection
Kohl's and Levi's Revive '90s-Inspired Denim Line Following the Resurgence of '90s Fashion
Kohl's and iconic jean brand, Levi's, have bolstered their partnership by reintroducing the 1990s Levi's SilverTab collection. The collaboration will essentially offer a nostalgic trip down memory lane for fashion enthusiasts, with the collection now accessible on both Kohl's and Levi's websites, as well as in 600 Kohl's stores until January 2023.
Inspired by the fashion trends of the '90s, the capsule collection, unveiled on Thursday, includes a variety of styles for men, women, and children — such as loose and mom-style jeans, overall pants, shorts, denim jackets, graphic tees, hoodies, flannel shirts, bucket hats, and leather belts. To amplify the '90s aesthetic, Kohl's will also showcase the collection with 90s-inspired imagery and mannequin displays in close proximity to Sephora at Kohl's.
With the resurgence of 90s fashion and the returning school season on the horizon, the Kohl's and Levi's collaboration cleverly caters to Gen Z's predilection for the decade's popular styles. According to Ron Murray, Kohl's interim chief merchandising officer, the release of the collection serves as part of Kohl's efforts to create a clothing selection that resonates with current trends.
As part of its strategy to become the retailer of choice for the active and casual lifestyle, Kohl's has been expanding its product lineup significantly over the past two years. This expansion includes the addition of Sephora shop-in-shop locations, the introduction of Land's End products, and activewear from Tommy Hilfiger and Eddie Bauer. In February, Draper James RSVP, a fashion brand by Reese Witherspoon, launched a capsule collection within 500 Kohl's locations.
In addition to strengthening its partnership with Levi's, Kohl's has also advanced its brick-and-mortar presence by planning to open more Sephora stores next year and 100 smaller Kohl's locations in smaller markets over the following four years.
Besides its collaboration with Kohl's, Levi's has also unveiled a partnership with Target, introducing more red tab jeans and clothing items in 300 additional Target locations.
Although the Levi's collaboration is a notable step forward for Kohl's, the retailer has faced challenges in recent times, including activist investor attacks, declining sales, and a change in leadership following the firing of its CEO, Ashley Buchanan. However, Kohl's continues pursuing strategic partnerships and growing its product lineup to remain competitive.
- Kohl's and Levi's have revived the 1990s Levi's SilverTab collection, offering a range of '90s-inspired clothing on their websites and in 600 stores.
- The collection features various styles for all ages, including loose jeans, overall pants, denim jackets, and graphic tees, accompanied by 90s-inspired imagery.
- As Kohl's focuses on becoming the retailer of choice for active and casual lifestyles, it has expanded its product lineup, including Sephora shop-in-shop locations, Land's End products, and activewear from brands like Tommy Hilfiger and Eddie Bauer.
- Additionally, Kohl's plans to open more Sephora stores next year and 100 smaller Kohl's locations in smaller markets over the next four years.
- Similar to Kohl's, Levi's has also joined forces with Target, increasing the availability of its red tab jeans and clothes in 300 additional Target locations.
- Amid challenges such as activist investor attacks, declining sales, and a change in leadership, Kohl's continues to forge strategic partnerships and broaden its product offerings to stay competitive in the retail industry.
- The fashion-and-beauty and business sectors have seen Kohl's make significant strides in its retail markets, with collaborations ranging from Reese Witherspoon's Draper James RSVP to iconic brands like Levi's and Target.
