Affordable luxury and high-end luxury are two different branding concepts. Which is exactly what one thinks of when comparing Kohl’s to Gucci. Recently, Jennifer Lopez and Marc Anthony announced they will be launching a his-and-hers contemporary “lifestyle and home décor brand” for Kohl’s Department Stores that will debut in fall of 2011.
What’s the big deal? Well the problem comes into play when associating brand awareness for Lopez and Anthony with Kohl’s or Gucci. The couple’s twins are debuting kids clothes at high-end retailer Gucci. “We shop at Kohl’s but our kids shop Gucci?” Interesting concept and very confusing brand message.
Luxury is a lifestyle perception. Which brand is really the big winner when it comes to endorsement scoring? This is one that we will have to wait and see how it turns out. However, congrats to Lopez and Anthony on their new venture.