Table of Contents
- Introduction
- The Rich Heritage of Limited Too
- The Reason for the Comeback
- Kohl’s Strategic Merchandise Revamp
- Challenges and Opportunities
- The Role of Social Media
- Implications for the Retail Industry
- Conclusion
- FAQ
Introduction
The fashion industry often sees cycles where past trends resurface with renewed vigor, capturing the hearts of both older and younger generations. One such prominent return is the relaunch of Limited Too, a brand cherished by tweens and their families, now available at Kohl’s. With a legacy dating back to the late 1980s, Limited Too aims to blend nostalgia with contemporary fashion sensibilities to appeal to today's tweens. This blog post will delve into the history of Limited Too, its recent revival, and the impact it aims to have on modern retail dynamics, particularly at Kohl’s.
The Rich Heritage of Limited Too
Founded in 1987, Limited Too quickly became a staple for tween fashion, known for its trendy and playful clothing. Originally a part of L Brands, the brand was one of two spinoffs, the other being Limited Express. Throughout the late 80s and 90s, Limited Too carved out a niche for itself, offering a unique blend of fun, casual fashion that resonated deeply with young girls and their families.
Over time, the brand changed hands and evolved, eventually being acquired by B. Riley Financial and Bluestar Alliance. These new owners have a portfolio of other popular brands including Justice, Hurley, Bebe, and Scotch & Soda, highlighting their strong foothold in the market.
The Reason for the Comeback
The fashion industry loves a good comeback story, and Limited Too's return is no exception. The resurgence of Y2K fashion trends has reignited interest in many brands from that era, making Limited Too's relaunch timely and relevant. The brand aims to capitalize on this trend by offering products that blend nostalgic elements with modern designs.
Sammy Gabbay, the senior vice president of licensing and business development at Limited Too, emphasized the importance of honoring the brand’s legacy. The focus is on creating products with exceptional attention to detail that resonate with today's tweens while evoking fond memories for those who grew up with the brand.
Kohl’s Strategic Merchandise Revamp
Kohl’s decision to include Limited Too in its merchandise strategy is part of a broader effort to revamp its stores and attract a younger demographic. The department store chain is focusing on consistent newness, fostering store-in-store partnerships, and enticing younger consumers into its locations.
One of the significant steps in this direction was the addition of Sephora in Kohl’s stores, which has already contributed to growth. By bringing Limited Too into the fold, Kohl’s aims to attract tween shoppers and, by extension, their Millennial parents. However, as Neil Saunders, managing director of GlobalData, pointed out, the success of this initiative hinges on effective execution.
Challenges and Opportunities
While the potential for success is high, Kohl’s and Limited Too must overcome several challenges. One of the primary concerns is creating excitement around the brand within Kohl’s stores. If the product is simply placed among the existing, sometimes cluttered merchandise, it may not capture the necessary attention.
Kohl’s needs to think creatively about how to make Limited Too stand out, perhaps through dedicated sections or exclusive in-store events. Additionally, Kohl’s must tackle the broader challenge of convincing Millennial moms to shop for themselves and their children simultaneously. This dual-attraction strategy requires a sophisticated marketing approach and a compelling in-store experience.
The Role of Social Media
In today's digital age, social media plays a crucial role in brand marketing and engagement. Limited Too has already started leveraging platforms like Instagram to tease its comeback, garnering significant interest and nearly 51,000 followers. This online presence is vital for reaching both nostalgic parents and tech-savvy tweens.
Petra Kennedy, design manager at Limited Too, highlighted the magical essence of the brand's new collection, aiming to rekindle old memories while introducing the charm to a new generation. Social media can amplify this message, creating a community of fans who share their experiences and excitement about the brand.
Implications for the Retail Industry
Limited Too's relaunch at Kohl’s is more than just a brand revival; it is indicative of broader trends in the retail industry. As brands with strong heritages find new ways to resonate with contemporary audiences, they add a layer of emotional engagement that newer brands might lack. This strategy of merging nostalgia with modern relevance can potentially drive significant foot traffic and sales.
Moreover, partnerships like the one between Kohl’s and Limited Too show how traditional department stores are evolving to compete with online retailers. By offering exclusive brands and a refreshed in-store experience, these stores can create a unique shopping environment that cannot be replicated online.
Conclusion
The return of Limited Too at Kohl’s represents a strategic blend of nostalgia and modern fashion, aiming to attract both previous fans and new customers. This relaunch is a testament to the power of brand heritage and the cyclical nature of fashion trends. Kohl’s commitment to refreshing its merchandise and engaging younger consumers shows a forward-thinking approach in the competitive retail landscape.
As customers walk into Kohl’s stores and see the reinvigorated Limited Too collection, they are not just buying clothes—they are buying a piece of their past and creating new memories. With effective execution and strategic marketing, this relaunch has the potential to make a lasting impact on both Kohl’s and the retail industry at large.
FAQ
Why is Limited Too relaunching now? The resurgence of Y2K fashion trends has made it an ideal time for Limited Too to make a comeback, appealing to both nostalgic parents and today's fashion-conscious tweens.
What can customers expect from the new Limited Too collection? Customers can expect a blend of nostalgic elements and modern design in the new Limited Too collection, crafted with attention to detail to resonate with the current tween market.
How is Kohl’s changing its merchandise strategy? Kohl’s is focusing on consistent newness, developing more store-in-store partnerships, and aiming to attract younger consumers into its locations.
What challenges do Limited Too and Kohl’s face with this relaunch? The main challenges include creating enough excitement around the brand within Kohl’s stores and convincing Millennial moms to shop for themselves and their children.
How is social media being used in Limited Too’s strategy? Limited Too is leveraging social media platforms like Instagram to tease its comeback and engage both nostalgic parents and tech-savvy tweens.
What does this relaunch mean for the retail industry? The relaunch of Limited Too at Kohl’s highlights the broader trend of brand revivals combining nostalgia with modern relevance, offering traditional department stores a unique way to compete with online retailers.
