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Kohl's Will Begin Selling Apple Watch at 400 Locations Across U.S. Later This Month

So we went from a $17,000 Gold Apple Watch not that long ago to discounter Kohl's within a relatively short period of time.

I am yet again baffled by senior management at Apple. First the decision to release mediocre computer hardware, for certain product segments, and apparently completely abandon other Apple hardware segments. Now this.

Yes, I am a very small shareholder in Apple, but it is time to reduce my current stock holding even further in the near term. Mr. Cook and Mr. Ivy need to do some soul searching about the direction of their business.
 
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Small White Car said:
And here comes the elitism.

My mother-in-law is a huge Kohl's shopper and her iPhone is bigger and more expensive than mine is. Just because you don't personally do something doesn't mean the people who do are losers with no money/tech/intelligence.
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Nobody, NOBODY said they weren't buying it because it was at Kohl's or that those shoppers were losers. The commentary is more about how Apple's actions are incongruent with all the luxury, high-end pretensions we heard at the start.
 
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Why do people think it's a bad thing for Apple devices to be offered at other retailers other than Apple? Why do people think it "waters down" the brand or reputation? Apple has incredible brand recognition and a great rep for making solid devices and people know that...regardless of where they are being sold. I've been told by many people that they hate the Apple Store. This benefits these people and Apple because those people who may never step foot in an Apple Store or visit Apple.com, can still experience and view their products. The elitism is foolish and misguided. The more people who pass by their products, the better it could be for them as well as for that retailer. I applaud Apple for being willing to do this with retailers. For those people saying the Apple Watch doesn't sell well and won't, it is still the number one selling smart watch. I think it is doing pretty well. Maybe not to regular Apple standards but only time will tell.
 
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I can't believe Apple is marketing the watches so heavily. I quit wearing a watch years ago and have no desire to strap on a plastic banded screen. Maybe the joggers and hipsters are into the watch but I don't get it.
 
mollyc said:
Wow. Way to remove the luxury perception. :eek:
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People said the same thing when the iPhone started selling basically everywhere, yet I bet you still think of it as luxurious...

As for me, I hope they bring it to walmart so we can see some weirdos from "people of walmart" trying the $1000 ceramic apple watch
 
magicschoolbus said:
I still don't think Apple really understands this segment.

Fitbit makes a activity band.

Apple makes a great watch.

I wish Apple made something more on par for exercising like Fitbit does.
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They understand it fine. It's just not something that's particularly desirable due to limited functionality.
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59Burst said:
I can't believe Apple is marketing the watches so heavily. I quit wearing a watch years ago and have no desire to strap on a plastic banded screen. Maybe the joggers and hipsters are into the watch but I don't get it.
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Basically, this is what happens when a company tries to diversify its product line. There's still a significant market for wearables, but it's not to the point where it's viewed as a must-have the same way an iPhone is.
 
Man, Apple is trying too hard for the Watch to succeed.
I guess they think they could sell a few to soccer moms shopping at Kohl's?
 
I'm guessing they'll have the same lineup as Best Buy had originally. That was the sport watches and the SS Milanese loop. But, they may have more.
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Fancuku said:
Man, Apple is trying too hard for the Watch to succeed.
I guess they think they could sell a few to soccer moms shopping at Kohl's?
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Or to those same moms who got a ton of Kohl's cash and have kids or husbands who want the AW.
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co.ag.2005 said:
I'm guessing this will be listed as an exclusion on my monthly Kohl's 10% 20% 30% coupon mailer.
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Guaranteed. I'm guessing that only Kohl's cash will count toward these because they'll need that investment where people bought at full price (which is how you get Kohl's cash) to warrant the reduction. Kohl's cash doesn't actually save money, but people enjoy the illusion that it does. :D
 
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IJ Reilly said:
Like I said, snobbery works for a lot of people. Even if anyone was legitimately concerned with such a thing, with Apple already in Wal-Mart and Target, I hardly see how Kohl's takes them any further downmarket.
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I'm not saying it from a snobby POV.

Wal-Mart and Target have a much larger overlap with different consumer profiles. Kohls is much more niche and does not attract anywhere near the diverse selection of consumer profiles.

I have a client in the mass-retail clothing department and very familiar with consumer profiles and where they shop for clothing and some general merchandise. I'm commenting on the Apple in Kohls from that POV.
 
magicschoolbus said:
I still don't think Apple really understands this segment.

Fitbit makes a activity band.

Apple makes a great watch.

I wish Apple made something more on par for exercising like Fitbit does.
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I just recently return my stainless Apple watch, the technology still not there yet and there is no any killer app, I'll give it another year
 
applesith said:
I'm not saying it from a snobby POV.

Wal-Mart and Target have a much larger overlap with different consumer profiles. Kohls is much more niche and does not attract anywhere near the diverse selection of consumer profiles.

I have a client in the mass-retail clothing department and very familiar with consumer profiles and where they shop for clothing and some general merchandise. I'm commenting on the Apple in Kohls from that POV.
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I don't see the point about "diversity." Apple will go wherever they think they can move product, and wherever they think they need to be to go head-to-head with their competitors. If they don't, they are simply conceding that part of the market, whatever it may be, to somebody else. And that's just bad business.

Wal-Mart is the reigning king of cut-rate, and Target stores feel like shopping in a circus tent. Both are pretty unpleasant places if you ask me, about as far from an Apple Store environment as can be imagined. If Apple thought either one was harming their image, they wouldn't be there. Kohl's is just another retailer.
 
applesith said:
I'm not saying it from a snobby POV.

Wal-Mart and Target have a much larger overlap with different consumer profiles. Kohls is much more niche and does not attract anywhere near the diverse selection of consumer profiles.

I have a client in the mass-retail clothing department and very familiar with consumer profiles and where they shop for clothing and some general merchandise. I'm commenting on the Apple in Kohls from that POV.
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Kohl's isn't exactly Marshall's or Ross (Dress for Less). Or TJ Maxx.

Kohl's is a department store that has store brands and exclusives. It's not much different than any other non-luxury department store. It's a huge chain (like Target and Walmart) and sometimes sells at better discounts because of it. They have a jewelry counter and they sell fine jewelry items. I mean, they're not exactly up to my diamond standards, but if you wanted a quick, cheap pair of diamond studs, they'd be competitive.

Point being, the place is kind of what Amazon would be if it was retail and carried just clothing and home goods.

What's so bad about selling the AW there?

I mean, they already started to sell them at Walmart, and I REFUSE to shop at a Walmart. I barely set foot in Target if I can avoid it.

I really don't go to Kohl's unless I'm looking for something specific, like sheets or whatever.
 
Doesn't Kohl's appeal to a more modestly financially enabled demographic? Seems weird for them to start carrying Apple Watches.
 
eoblaed said:
Doesn't Kohl's appeal to a more modestly financially enabled demographic? Seems weird for them to start carrying Apple Watches.
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I think they cater more to bargain-hunters than poor folk. Most of the people I know who go there more often than other stores have plenty of money... they're just cheap. :D
 
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Dumb notification band not selling well. Better sell it at Kohls
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bunnicula said:
I think they cater more to bargain-hunters than poor folk. Most of the people I know who go there more often than other stores have plenty of money... they're just cheap. :D
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Very true you will see a variety of shoppers including higher income frugal eccentric types.
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Carlanga said:
People said the same thing when the iPhone started selling basically everywhere, yet I bet you still think of it as luxurious...

As for me, I hope they bring it to walmart so we can see some weirdos from "people of walmart" trying the $1000 ceramic apple watch
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Who honestly thinks of a scrap of metal and plastic as luxury these days. Apples "luxury" marketing shtick doesn't work all that well.
 
Expansion to these kinds of stores makes perfect sense for Apple. Not for all products but if they're attempting to be competitive in the "fashion" or "watch" market then they need to be more accessible. Kohls sells some decent Seiko watches and various other brands so Apple won't be totally out of place. I think the long term success of the watch is somewhat dependent on availability accessibility to everyone. Selling in tech stores alone and online won't accomplish that.
 
I actually like Khol's, I see it as mid tier when it comes to the discount retailer group.

In terms of the apple watch being sold there, I think with the series 1 & 2, they changed the focus from luxury / fashion to health fitness, so in that regard in makes sense that the product is being sold in a retailer like Khols.

And they do sell other smartwatches (pebble, moto 360, etc) as well as other electronics (TV's, home theater equipment).
 
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