A new ad campaign from Kohl’s featuring several feel-good family spots positions the retailer as a destination where shoppers can find their “Yes.”
In a one-minute-long introductory spot featuring designer Vera Wang, a voice-over says, “to the thing that matter most to you we at Kohl’s say, ‘Yes.’” Additional spots are focused on life stage events designed to resonate with young families Kohl’s considers its core customer segment. The spots are shot point-of-view style with one featuring a mom teaching a daughter to ride a bike and a second from the perspective of a young boy jumping off the high diving board for the first time.
“There are very few moments in the lifetime of a brand when you have the opportunity to refresh who you are and how you connect with customers," said Michelle Gass, Kohl’s chief customer officer. “This is our moment and ‘Yes’ is our voice. It is authentic and grounded in our heritage. We know that every day, people have a choice. We celebrate choosing ‘Yes’ and we want to empower our customers to embrace ‘Yes’ in their daily lives. We want to inspire our customers to find their ‘Yes’ at Kohl’s.”
According to Wang, the concept of “Yes” is about embracing new possibilities and being open to adventure and a new journey.
“Designing a lifestyle brand for Kohl's was my ‘Yes’ moment, affording me the opportunity to bring all my experience and passion for fashion and style to clothing, accessories and home,” Wang said. “‘Yes’ for me means expanding my creative vision for more women. ‘Yes’ equals Kohl's.”
And what would a new ad campaign be without a strong online and social media component. Accordingly, customers are invited to participate in the campaign by sharing their personal “Yes” moments using #FindYourYes which could be shared on Kohl’s social channels, including Facebook, Twitter, Pinterest and Instagram.
The full commercials can be viewed at www.youtube.com/Kohls.
Kohl’s operates 1,162 stores in 49 states and is coming off a year in which same store sales declined 1.2% and fourth quarter same store sales declined 2%.