** Shares of apparel retailer Kohl's KSS.N down 2% at $8.03

** KSS down ~34% this week, including session moves, and on course for worst weekly performance since the pandemic-fueled selloff in March 2020

** Morningstar analyst David Swartz says investors have lost confidence after a poor 2024, bleak 2025 outlook, adding that part of why the stock is down is a dividend cut

** Co forecast bigger-than-anticipated drop in annual sales, and profit below estimates on Tuesday

** Zak Stambor, analyst at eMarketer, says co's turnaround plan isn't working, and that sales are falling, with little reason to believe it will change anytime soon

** Adds that co "faces the difficult task of winning back its longtime shoppers while staying relevant to new customers," and navigating a challenging retail landscape

** Analysts rate stock "hold" on average; with a median PT of $8, according to data compiled by LSEG

** KSS down 42.5% YTD, including session moves

(Reporting by Neil J Kanatt in Bengaluru)

((Neil.JKanatt@thomsonreuters.com;))