Vera isn't as dear-a at Kohl's these days

Could Wang be all wrong?

Or was it the price?

Kohl's, the latest discount destination to bring aboard a celeb designer, may have decided that Simply Vera is simply too expensive.

The proof is at the cash register. Almost immediately after the Sept. 9 debut of the line by Vera Wang, Kohl's cut prices for the collection by 30 percent. Best known for classy, exquisite bridal gowns, Wang designed a line of clothing, accessories and goods for the home.

Now shoppers can buy an 18k gold over silver topaz ring, originally marked $250, for $169.99; $36 push-up bras have been pushed down to $24.99. High-heel ankle boots, once $81.99, have been lowered to $61.99.

There's no word from Kohl's, but it makes sense that discount shoppers would be considerably more likely to cozy up to a comforter set priced at $269.99 than the same goods marked $389.99. Consumers who have grown accustomed to style at comfortable price points would rather slip into a pleated chiffon skirt for $44.99 than $64.

Customers are responding with their wallets. Recent trips to Kohl's stores revealed that items from the Wang collection, which stayed on the rack at full price, are moving briskly at a lower price point.

The moral of the story: Discount shoppers like designer labels -- but only when the price is right.