Kohl's are in quite the predicament. After announcing that they had secured Jennifer Lopez and Marc Anthony to design a range for them, they promoted the fact that the partnership marked "the first celebrity couple to simultaneously design collections for one retailer.". The problem? Over the weekend the singing pair announced their official separation leaving the retailer in a marketing dilemma.
The brand have quickly began working on damage control. "The Jennifer Lopez and Marc Anthony brands have always been positioned as two separate, distinctive collections that offer high-quality contemporary style for men and women, and we look forward to a successful September launch," a spokesperson said over the weekend. Rick Darling, president of Kohl's licensing company LF USA, echoed this: We have two separate agreements with Jennifer and Marc and always intended to have separate lines," he explained. "[Their split] doesn’t impact the agreements in any way.”
Although that may be true, the marketing strategy is sure to take a hit from the revelation and it wouldn't be surprising if the brand ended up suing the pair as a result.