Kohl’s Intern Project

During my summer internship at Kohl’s, I was given the opportunity to identify a whitespace within the company’s private-label portfolio and develop a concept to fill that gap. Through market research, competitive analysis, and brand positioning studies, I recognized a key opportunity: Kohl’s lacked a dedicated young men’s apparel line targeting customers ages 15–28.

My project focused on defining what this new line could be—its aesthetic, attitude, and place within Kohl’s brand ecosystem. I explored customer lifestyles, trend direction, pricing strategy, and product assortment to build a cohesive vision that balanced trend-right design with accessibility and commercial viability. The result was a fully developed brand concept that addressed this underserved demographic while aligning with Kohl’s values and merchandising goals.