Rocker Avril Lavigne will target the teen back to school market with a new line at Kohl’s called Abbey Dawn (more from Women’s Wear Daily here: http://womensweardaily.com/issue/article/123197). Pieces will retail from $24 to $48. Historically, I haven’t been thrilled with the quality at Kohl’s, and more significantly, I’m not sure my own (pre)teen daughter would be thrilled about shopping there. Do you think having Lavigne on board will up Kohl’s cred with the younger fashionistas?

not onebit.. Didn;t Kohl’s learn anything from the Vera Wang line???

I agree with both of you. Just b/c some famous designer or famous person has their name behind a line at an affordable store doesn’t make it fabolous. I was very disappointed w/ Vera Wang’s line @ Kohls. I rarely shop there and for sure will not be shopping Avril’s line either.

well, from all your comments on that one looks like Kohl’s isn’t really a good place to shop at all. i haven’ t been there yet.

I really haven’t had any major problems with Kohl’s, but I generally only buy their super-super-super-clearance items (really, 85% off or more). Even so, I don’t see how Avril Lavigne is a good designer for them. I understand they’re going after a younger demographic, but wouldn’t Avril be a better fit for Wet Seal, or maybe even Forever 21? Maybe I just don’t get it!

I don’t even like Avril’s style…

Right, well, her style isn’t very original—it’s sort of been done to death I think, and teens are savvier shoppers than one might think—leading me to believe this is a big miscalculation on the part of Kohl’s. If the sizing were more for tweens, then they could have something, but if it’s truly a juniors line, I’m not feelin’ it.

Yeah. From what I notice on what she wears during awards show and stuff, i really think that she needs a stylist. I’m sure from what she’s earning, she can afford one. =) I think Kohl’s did a miscalculation too but who knows what will happen. let’s just wait and see.

Ashlee Simpson is at Wet Seal.. which is even scarier than Avril Lavine at Kohls.. Plus does Avril appeal to the under 21 set anymore? She’s been around a bit? I would think one of the Hills girls or Ravene Simone or someone like that would appeal more to teens