Move Over Vera, Kohl's Latest is Fila
Kohl's announced today that it will have exclusive U.S. retail distribution for Fila Sport, part of a multi-year licensing deal it has inked with the Seoul, Korea-based athletic brand. The collection—a full-arsenal mix of apparel and accessories for women, men and children—hits Kohls brick n' mortar and online in fall 2008.
According to the company, the move is geared toward cashing in on consumers’ increasing adoption of sports and activewear across a wider variety of wear occasions. Hmmm... Where have I heard that before?
“Industrywide, the active and sport business continues to grow [and] the addition of Fila Sport capitalizes on the market opportunity and expands our exclusive offerings with one of the most recognizable names in sportswear,” said Kohl's Prez Kevin Mansell, in a statement.
Per the agreement, Kohl’s will work with Fila on product design for the collection, in addition to heading up the manufacturing, production, distribution, sales and marketing of Fila Sport. Sounds like it's a Kohl's line that just has Fila's named slapped on the label.
The Fila deal is the latest licensing agreement for the company, following a much-hyped launch of its collaboration with womens-wear designer Vera Wang, dubbed Very Simply Vera by Vera Wang, in September. For more on that collaboration, and others like it, check out my piece, Split Personality.
Get your facts rights...the line by Vera Wang is "Simply Vera by Vera Wang".
Posted by: Nicole Ehrhart | February 05, 2008 at 08:24 PM
Should work out well for Kohl's, they need more sportswear....
Posted by: Sports-Trader | March 31, 2008 at 10:18 PM