Kohl’s is rebranding and using a new brand platform to reaffirm its commitment to families.
The struggling retailer is focusing on “authenticity of the everyday moments that make life beautiful,” according to a company press release. The supporting brand platform, called “Where Families Come First,” will reaffirm this positioning by showcasing how Kohl’s diverse assortment — which features brands like Babies ‘R’ Us and Sephora — supports families during key life moments and milestones.
“Kohl’s has always been committed to families by providing the product they want at a great value, said Christie Raymond, Chief Marketing Officer of Kohl’s in a statement. “With our new platform, we have an opportunity to emotionally connect with new and existing customers, including families in all of their forms, and get them excited about the changes we’re making. Today’s family is inundated with images of perfection across media channels, so we wanted to flip the script and bring authenticity to our marketing and storytelling that shows real moments.”
Kohl’s is promoting this new venture through an omnichannel campaign called “When Life Gets Real, Start Here.” Through digital and print media, video and social media, customers will see product storytelling conveyed through “authentic and unfiltered” moments like family gatherings and celebrations. Broadcast TV spots will showcase relatable moments, like family ping-pong matches and late-night wake-ups with a new baby, set to “Home” by Good Neibours. The retailer also will continue to collaborate with long-time celebrity brand partners on curated collections.
Kohl’s is celebrating the launch of its new brand journey by offering instant Kohl’s Cash coupons, exclusive deals and 20% off qualifying purchases to shoppers who visit stores through Sept. 8, 2024.
Setting a Foundation for Future Growth
This is Kohl’s latest effort to right the business ship. In its latest earnings report, for Q2 2024, which ended August 3, the company reported a net sales decrease of 4.2% and a comparable sales decrease of 5.1%. For the first half of the company’s fiscal year, which ended July 29, net sales and comparable sales dropped 4.7% and 4.8%, respectively. As a result, the company has updated its full year guidance, predicting a net sales decrease of between 4% and 6%. However, gross margin increased 59 basis points, making it one of the few bright spots in the earnings report.
Kohl’s CEO Tom Kingsbury noted that the company has “taken significant action to reposition Kohl’s for future growth,” but efforts “have yet to fully yield the intended outcome due in part to a continued challenging consumer environment and softness in our core business.”
Kingsbury added: “During the second quarter, our customers exhibited more discretion in their spending, which pressured our sales even as customers transacted more frequently. This overshadowed strong performance in our key growth areas, including Sephora, home decor, gifting and impulse. In spite of this, we continued to execute well operationally, enabling us to deliver a 13% increase in earnings driven by gross margin expansion and strong inventory and expense management.”
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