As long as I have been in retail I have watched the never-ending stream of highly creative and often amazing promotional ceiling signage that Minneapolis based Target uses to create excitement in store. The latest is a set of three Private Brand themed signs and accompanying end cap signs that make Up & Up and Market Pantry the star of the show. Although they are not the most creative I have seen from the Target crew they are clean and impactful and drill home the Private Brand message. Notice the compare and save message written as “Brand Faves Brand Saves”on the end cap with accompanying Market Pantry juices merchandised next to their national brand competitors. Very Nice.
So the one thing you will learn about me is that I love to cook and pretty much everything about food and cooking. My TV is on Food Network by default and my kids can name all the Iron Chefs. They love Alton Brown on Good Eats and my two year old loves to hit the speed dial on my phone for Mario Batalli’s restaurant in New York, Babbo. So my interest in private brand often manifests itself in food or food related products.
Which leads me to Kohl’s; with more than 800 stores they have developed a very aggressive private brand strategy that is heavily advertised and most certainly very expensive. Kohl’s has a long roster of exclusive licensed private brands that includes rock stars and most relevant to this conversation, the Food Network. It features booth Food Network branded product and products from Bobby Flay, Paula Dean and Rachel Ray.
This is intriguing to me as a food lover and fan of the network; the products aren’t bad, although they seem a little expensive. So the question I ask is, “Is the license worth the fee?” Is Kohl’s getting a return on this investment and is the brand making Kohl’s a brand of choice for the Food Network fan or simply the cooking enthusiast? For me, it’s not bad stuff but I still covet a full set of AllClad.