Kohl’s Department Stores (NYSE: KSS) 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.
Kohl's embraces the power of "Yes" in new brand campaign (Photo: Business Wire)“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.”