National Jeweler Network

Market Developments

Kohl’s aims to harness the power of ‘Yes’

April 16, 2014

Kohl’s Corp. launched a new brand campaign this month that embraces the power of a single word: “Yes,” the company said.

Menomonee Falls, Wis.--Department store chain Kohl’s is embracing the philosophy of saying “yes” with a new brand campaign that launched this month.

New spots for the “Yes” campaign that feature the “Find Your Yes” slogan began running April 6, and the message also is expressed in stores, online and throughout all broadcast, digital and social channels.

A 60-second commercial featuring well-known bridal gown designer Vera Wang, who designs a lower-priced collection for the chain called “Simply Vera,” a line that includes fine jewelry, kicked off the campaign. 

Using visuals and artists’ renderings of the letters “Y,” “E,” and “S,” the spot tells the story of what the word means to Kohl’s.

A variety of 30-second commercials celebrate moments that families can relate to, such as a child learning to ride a bike for the first time. These events are told through first-person visuals to bring viewers into the experience as it happens, Kohl’s said.

In addition, Kohl’s is inviting its shoppers to share their “Yes” moments using the hashtag #FindYourYes on all of Kohl’s social channels, including Facebook, Pinterest, Twitter and Instagram.

“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.”

Kohl’s currently operates 1,162 stores across 49 states.