CURRENT EVENT # 4

Sephora will open mini shops inside 850 Kohl’s stores by 2023, as retailer bets big on beauty

• Kohl’s      hopes its Sephora partnership will help triple its sales in beauty in      coming years.
• Retailers      are looking toward the beauty category to build loyalty with customers.
• Target      recently partnered with Ulta to open makeup shops in the discount      retailer’s stores.

BRANDING:

1. Give an overview of both companies.

2. How do both companies rank in their business category? (Kohl is a department store and Sephora is a beauty retailer.)

3. What are the advantages and disadvantages of Sephora Brand on this partnership?

4. Defend Sephora’s Management decision.

750 words minimum.