Analysis Of Kohl's

Kohl's, an American department store retailing chain, sells everything from apparel to household goods to accessories. Kohl's carries top brand names such as; Jennifer Lopez, Marc Anthony and Rock & Republic, and sells them at extremely cheaper prices. Kohl's also has their own private brands such as; Croft & Barrow, Jumping Beans and SO. Their market is mostly pointed towards low to middle class spenders because of price changes. Kohl's launched its first store in Brookfield, Wisconsin in 1962. Since then, there are over 1100 stores in 49 states. (Kohlsfactsheet.com). It's company's overall goal is "to be the most engaging retailer in America.", but in recent years, it hasn't been that way.
Kohl's was one of the fastest growing companies across
Analyzing its recent financial trends, in 2012, Kohl's hit their highest net income with 1.20 billion. It then declined drastically to .56 billion when they hit their downfall in 2016, and now they are at about .86 billion. Kohl's has a 4% decrease operating margin since 2011 with 7%. I believe that is a reasonable goal, considering a good net profit is 7-12% for retail stores. Looking at these numbers, it looks like Kohl's started as one of the fastest growing retail chains bringing in high profit. They then hit a decrease in sales and profit due to arising competitors, and now the company is trying to re- vamp its business plan with a couple of new
"One of the reasons behind declining store sales has been the overreliance of the company's private label brands." (seekingalpha.com) Kohl's original brands aren't well- known and most people are moving away from the old brands Kohl's has. I believe bringing in new brand names on clothing apparel and especially jewelry will attract new customers. Their home goods section in the stores are their top sellers, which is surprising because everything is always stacked up on each other and in a clutter. Organizing and only using the worthiest items should be on