Wang, The Populist

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According to USA Today, Vera Wang is tired of selling $10,000 wedding dresses to rich people.
Kohl’s announced Thursday a union with high-end fashion designer, Vera Wang. The exclusive brand called Very Vera by Vera Wang will be available in all 749 Kohl’s stores and on Kohls.com starting in the fall of 2007.

For Wang, the licensing pact with Kohl’s serves as a big opportunity to expand her customer base to middle-income shoppers. The New York-based designer has branched out beyond gowns to include home furnishings, jewelry, stationery and eyewear, but they carry designer price tags.
Wang said that “it has troubled” her for quite a while not to be able to offer her designs to all women. “We have been quite elitist in terms of price points,” she said.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.