This document discusses strategies for improving Kohl's big and tall clothing section. It begins by characterizing big and tall customers as preferring size selection over other factors and being loyal shoppers. The document then outlines problems like limited selection, sizing, and frustrations with baggy fits. Survey results show customers want more styles and sizes. Solutions proposed include expanding popular items' sizing, focusing on performance fabrics, and relocating big and tall sections closer to regular men's clothing. Marketing strategies involve celebrity endorsements, direct mailers, and a mobile app with sizing guides and filters. The top 10 most obese U.S. states are suggested for an in-store location change test.

1. BIG AND TALL CUSTOMER SEGMENT
Rebekah Rueger | Alex Johnson | Carly Hathaway | Amanda Risius

2. AGENDA
Who are the Big and Tall Customers?
What is the problem?
Who are our competitors?
What our solutions?
Questions?

3. The Big and Tall Customer
Characteristics
Prefer size selection over price
and location
See clothing as a way
to make them feel
good about
themselves
Height > 6’2”
Waist > 40 inches
Dislike the stigma
associated with separate
big & tall sections in stores
Sizes 42 and 44
represent 65% of
the market
Loyal
shoppers
High
involvement
http://dansbigtall.com/Big-tall-scale.htm; Big and Tall Men as Apparel Shoppers: Consumer Characteristics and Shopping Beha

4. Objective
How should
we expand
the B&T
product
line?
What
product
should we
offer?
How much
product
should we
offer?
Where
should we
take away
floor
space?
Where
should we
offer it?

5. Survey Background
Created questions based on situation outline
provided by Kohl’s
• Worked to phrase questions in a non-offensive manner
Released survey through SurveyMonkey.com
on Facebook 2/19 and 2/23 on Reddit.
• Closed 2/24 at 5pm
55 respondents
• 53 Male, 2 Female

6. Survey
1. What is your age?
0% 10% 20% 30% 40% 50% 60% 70%
45 to 54
35 to 44
25 to 34
18 to 24
What is your age?

7. 2. What is your gender?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Male
Female
What is your gender?

8. 3. What is your height?
0
2
4
6
8
10
12
0'0" 6'0" 6'1" 6'2" 6'3" 6'4" 6'5" 6'6" 6'7" 6'8" 6'9" 6'10" 6'11" 7'0" 7'1" 7'2"
What is your height?

9. 4. Do you shop in the men’s big and tall section?
0% 20% 40% 60% 80% 100%
No
Yes
Do you shop in the men's big and tall section at
clothing stores?

10. Lack of fashionable options
Baggy, made for “big” not tall
Inadequate selection
Too expensive for long length or bad quality
No slim options for tall sizes
5. What frustrates you most about shopping in the
big and tall section?

11. 6. Have you ever purchased clothing from the big
and tall section at Kohl's department stores?
0% 20% 40% 60% 80% 100%
No
Yes
Have you ever purchased clothing from the big
and tall section at Kohl's department stores?

12. Where They Shop Instead
Casual Male Retail Group 12%
JCPenney Corp. 11.2%
The Men’s Wearhouse 9.2%
67.6% Other Stores
Source: IBISWorld
9.2% 11.2% 12.0% 67.6%
Major Players
(Market Share)
The Men’s Wearhouse
JCPenney Corporation Inc.
Casual Male Retail Group Inc.
Other

13. 7. What is your preferred method of shopping for
clothing?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Online
In-Store
What is your preferred method of shopping for
clothing?

14. 8. How frequently do you shop for clothing?
0
2
4
6
8
10
12
14
16
Every 2 weeks Once a month Every 2-3
months
Every 4-6
months
Once a year Less than
once a year
How frequently do you shop for clothing?

15. 9. Who is the decision maker in your clothing
choices?
53 respondents said myself (96%)
2 respondents said wife/girlfriend (4%)

16. Survey Conclusion

17. How Do Big and Tall Customers Behave
Differently?
• Searching for
larger sizes
• Typically prefer
flattering, looser fit
Big
• Searching for
longer length
• Typically tighter,
slim fit
Tall
Big and tall Men as Apparel shoppers: Consumer Characteristics and Shopping Behavior

18. Problem: Failing to Meet Big and Tall Needs
Selection
Few styles/colors
Limited sizes
Lack of
fashionable
choices
Location
What’s the best
location for B&T
in stores
What spot should
we take away?
Marketing
86% of respondents
have never purchased
from Kohl’s Big and
Tall
Aren’t aware of the
product line

19. SOLUTIONS
Selection

20. Selection Problems
Few styles and colors
Limited sizes
Lack of fashionable
clothes

21. Sizing
Carry all sizes on most popular item from
regular men’s section
Use 80/20 rule on all other items
Free shipping on clothes not in store

22. Sizing Example
Carry in all sizes for big and tall in one style and
color
Use 80/20 rule
If size is unavailable, shirt can be shipped to store or
house for free

23. Clothes Shipping
• Survey preferred in story over online
Will allow the customer to
find their size
Will be able to attract
consumers to the store
Less need for inventory in
store

24. 80/20 Rule
80% of our sales come from
20% of consumers
• 42-46 waist and 36-38 inseam
Target most profitable
customers with sizing
Sizes that are not in stock
can be ordered and delivered
Big and tall Men as Apparel shoppers: Consumer Characteristics and Shopping Behavior

25. Selection
Focus on performance knits
• Big seller in big and tall so far
Base options on best selling regular men’s
section
• Will allow big and tall to not feel as separated
Restock popular sizing, smaller stores keep
most popular sizes readily available in the back

26. Selection Examples
Current Best Sellers
Information taken from Kohls.com
Kohls.com

27. SOLUTIONS
Marketing

28. What message will they respond to?
Relatable
Relate to similar
sizes in ads,
commercials,
and marketing
content
Positivity
Celebrity
endorsers shed
a positive light
on bigger sizes
Ad Age, Huffington Post

29. Marketing Objectives
Celebrity Endorsement
Direct Mailers
In- store Advertising
Big & Tall App

30. Celebrity Endorsement
Retired and
notable
athletes
appeal to the
middle aged
generation
Reduces negative
connotation

31. In-Store Advertising
Displays
In-store
Posters
Mannequi
ns
Sizing
Charts
Overhead
hangings

32. In-Store Example

33. Targeting Non-Customers
Direct Mailers
According to the
CDC, Obesity is
higher among
middle age adults,
40-59 years
(39.5%)
Sending to this age
group will be more
effective

34. Seamless Shopping Experience
Customers
want
23% plan to
shop with
mobile phones
in future
Instantaneous
transactions
Customizable
shopping
experience
Consistency
among in-
store and
online
Accenture

35. Integrate shopping into their daily routine
Pew Research Center
61% of Americans own
a smartphone
74% of 30-49 years
olds own smartphones
50% of cell phone
users download apps

36. Kohl’s Shopping Mobile App Extension
SHOPSIZING GUIDE CHECKOUT

37. Kohl’s Mobile App New Features
Filter by price, size, type, and
brand for a customized
experience
Featured lets users shop by
popular outfits for suggested
styling
Build a profile to save favorite
items and sizes for speedy
shopping next time

38. Kohl’s Mobile App New Features
Enter sizing measurements
for recommended sizing
Suggested brands, sizes, and styles
for a customized fit
Check which type(s) of product
your sizing

39. Kohl’s Mobile App New Features
Click on store map for the
layout to quickly locate items
in stores
Pre-determined barcode means
you can checkout faster than
ever in-store by simply scanning
it and paying. Options to purchase
through the app are also available
Enter zip code to identify
nearest store for in-stock
solutions

40. More Mobile App Features
Products
• Full catalog of products on app synched with
website for consistency
Shopping
• Add any item to your app’s shopping bag
• Receive 5% off each purchase when you use the
app at checkout, either in-stores or through the app
Location
• Check whether an item is in stock at your local store;
set up notifications to learn when your size is
available

41. How is Kohl’s app different?
• Push notifications keeps
Kohl’s on customers’ minds,
even without opening the
app
• The sizing guide helps
customers find the perfect
fit
• Noncustomers can download
the app, draw more people in
stores
• Shopping Kohl’s is
easier and more
convenient = happy
customers
Enhances
loyalty
campaigns
Helps
acquire new
customers
Engages
customers
even when
not shopping
Acts as an
informational
resource

42. SOLUTIONS
Location

43. What’s wrong with the current location in-
store?
Problems
Isolates Big
and Tall
men from
traditional
men’s sizes
Difficult to
locate in
current
location in-
store

44. Location Suggestions
Change location of men’s Big and
Tall
Introduce and test in-store change
in the southeast region

45. Location Change of Big and Tall
Chen Li, Swanson School of Engineering, Pittsburgh School of Engineering;

46. Location Change of Big and Tall
Current layout example:
Chen Li, Swanson School of Engineering, Pittsburgh School of Engineering; 2010.

47. Location Change of Big and Tall
Suggested layout example:

48. Location Change of Big and Tall Rationale
Moves Big and Tall closer to Men’s
• More welcoming feeling
Mirrors success of women’s/misses layout
Allows for a larger Big and Tall Section
• Minimal reduction in size of luggage section

49. Where can we test this layout?
Suggestion 1: The ten heaviest states in the U.S.
2013 Gallup-Healthways Well-Being Index

50. Suggestion 1: The top ten most obese states
in the U.S. Rationale
The “Big” section tends to satisfy the needs of
consumers of a heavier weight.
• Most of the states fall within the Mild Classic region
• First region where Big and Tall was introduced
• Awareness for the product already exists, making an in-store
location change more realistic
Can be tested in one region rather than all stores at
the same time
• Allows for correction if not an effective layout change

51. Summary

52. Problem: Failing to Meet Big and Tall Needs
Selection
Few styles/colors
Limited sizes
Lack of
fashionable
choices
Location
What’s the best
location for B&T
in stores
What spot should
we take away?
Marketing
86% of respondents
have never purchased
from Kohl’s Big and
Tall
Aren’t aware of the
product line

53. Questions?