Kicking the ‘Discount Drug’: How Kenneth Cole is Playing Offense in a Sea of Sameness
In a retail market heavily hooked on the “discount drug,” Kenneth Cole Productions is intentionally choosing a different path. Global CEO and President Jed Berger outlines the brand’s disciplined 2026 playbook: trading short-term revenue spikes for long-term “healthy growth.” From rewiring channel distribution to scaling a direct-to-consumer footprint in Europe and anchoring the brand identity in mental health advocacy, Berger breaks down how the historic house is playing offense to bypass the industry’s sea of sameness and secure its positioning for 2030 and beyond.