Whether or not those tracking press coverage in the Kohl’s Corporate offices noticed or not, an AP photo—hitting the wires this past weekend—shows a distraught traveler napping in an airport lounge. The lady is a victim of grounded flights caused by wild volcanic activity in Iceland. The significance of the picture is that the lady has kicked off her shoes. And not just any shoes. As a Shoes Department supervisor at a Kohl’s store, I knew those shoes right away.
They’re actually spring/summer sandals and the name is “Bridget” by Croft & Barrow. Croft is a highly profitable private label featured only in Kohl’s Department Stores. Private labels in department stores are kind of a funny thing. Imagine the brand building that must go on behind the scenes. Generally, when you go to the grocery store and buy off-brand, it’s perceived as cheap. When a customer goes to Kohl’s and asks for St. John's Bay (JCPenney equivalent of Croft&Barrow), that’s demonstration of brand building in action.
Anyway, the AP photo of Bridget sandals shows them in the fuchsia iteration—bright and contrasty in the otherwise-dull airport lounge. Bridget features a triangular design and metal buckles, both embellishments that are popular this spring on women’s footwear. Today Bridget is the front-page feature on new Kohl’s ads where she’s on sale for $11.99. And most Kohl’s Charge holders will take additional discounts of 15% and upward. Each spring Kohl’s introduces a near version of this popular sandal, and each spring women absolutely trash the displays of them. Imagine the positive effect this photo could have on Kohl’s sales: Women saying, “Where did she get those shoes? I want them too!” Kohl’s should try to find a way to profit from this free advertising.
At my store we’re implementing several measures, including color-coded boxes and on-site trash bins to hopefully maintain order and prevent a buildup of tissue paper on the floor. I leave for work in a little while. Wish me luck: The crazy ladies are probably already tearing apart the display of Bridget sandals.
NOTICE: The original picture and licensing details may be viewed at AP Images.
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