Home / Knowledge / News / Apparel/Garments / Kohl's debuts new lifestyle brand 'Yes'
Kohl's debuts new lifestyle brand 'Yes'
08
Apr '14
Kohl’s Department Stores debuted its new brand expression, embracing the power of the single word "Yes," a philosophy that has been part of the company's DNA for decades.
 
“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,” Gass said. “We want to inspire our customers to find their ‘Yes’ at Kohl’s.”
 
“In every life, at some moment, it is time to embrace and be open to a new adventure, a new opportunity, a new journey,” said Vera Wang. “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. ‘Yes’ for me means expanding my creative vision for more women. ‘Yes’ equals Kohl's.”
 
A 60-second commercial, featuring Vera Wang, unveils the “Yes” campaign using striking visuals and artists’ renderings of the letters “Y,” “E,” and “S.” The spot tells the story of what “Yes” means at Kohl’s: “The things that matter most in this world are the things that inspire us. To the things that matter most to you, we at Kohl’s say ‘Yes.’”
 
Various 30-second commercials celebrate “Yes” moments that most families can relate to – such as a young child diving off the high board at a swimming pool for the first time or learning to ride a bike. These moments are told uniquely through first-person visuals to invite the viewer to experience the moment as it happens. The celebration of these life moments, expressed with enthusiastic declarations of “Yes,” recognizes the power of choosing “Yes.”
 
The new spots began running on Sunday, April 6. Starting since then, “Yes” will be expressed in-store, on Kohls website and throughout all broadcast, digital and social channels.
 
About Kohl’s
Based in Menomonee Falls, Wis., Kohl’s is a family-focused, value-oriented specialty department store offering moderately priced, exclusive and national brand apparel, shoes, accessories, beauty and home products in an exciting shopping environment. With a commitment to environmental leadership, Kohl’soperates 1,162 stores in 49 states. 
 

Kohl's


Must ReadView All

Textiles | On 28th May 2016

US to rethink on inclusion of Indian PET in GSP

With the US set to rethink the inclusion of polyethylene...

Textiles | On 28th May 2016

China’s textile exports marginally down in Jan-April

The exports of textiles and apparel from China dropped marginally...

Textiles | On 28th May 2016

MMF sector seeks anti-dumping duty on Chinese fabrics

Reeling under the impact of cheap Chinese fabrics, Surat’s textile...

Interviews View All

Pinkesh Jain
Everflow Petrofils Ltd

What are the latest technological innovations in the spinning industry?...

Shawn Honeycutt
Bolger & O'Hearn

Which chemicals are likely to dominate the sustainable textiles industry?...

Dinaz Madhukar
DLF Emporio and DLF Promenade

How do you see the competition from e-stores? What is the marketing...

Mark Paterson
Technical Absorbents Ltd

<b><i>Mark Paterson, R&D manager of Technical Absorbents Ltd talks about...

Kai Poehler
Voith Paper GmbH & Co. KG

<b><i>The glass mat industry is growing by five to eight per cent...

Steve Cole
Xerium Technologies

<b><i>Steve Cole of Xerium Technologies discusses the industry. Xerium is...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
May 2016

F2F Magazine

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


Advanced Search