Kohl's

THE CHALLENGE

Re-imagine a family basics, T-shirt-and-towel retail brick and mortar for a new generation of on-trend and on-line shopper.

THE INSIGHT

The in-store experience was uninspired and drab. The advertising was compromised by a reliance on co-ops that were dominated by the same-old-same-old brands.

THE SOLUTION

A three step approach that started with going back to the brand’s core DNA: good value and great service, with a heavy emphasis on the value quotient.

We kicked off by cleaning up the brand’s image with inventive combinations of looks for teens and moms alike. A dramatic improvement in production values followed, utilizing of-the-moment stylists, photographers, directors and talent to elevate the quality-perception of the brand.

Next, we introduced multiple Only-at-Kohl’s brands from some of the most sought-after designers in the industry, like Ralph Lauren, Vera Wang and Dana Buchman.

Now, top off the customer experience with the launch of a built-from-the-ground-up cosmetics department from Estée Lauder. Add design partnerships with the likes of Lenny Kravitz and Avril Lavigne via digital, on-line and in-store experiences, and the conversion to family and fashion destination was complete.

THE RESULT

An increase in multi-year record comp sales. Brand acceptance was gained across the board, from lovers of fashion classics to the unabashedly fashion forward. An enhanced customer experience was now on par with much higher retail brands at an unmatched value. In addition, Kohl’s boasted more store openings during this period than ever before and more customers coming back again and again for both themselves and their families. The result? A win-win for Kohl’s and their customers.