Kohl’s Debuts New Family-Focused Platform

Clothing and household retailer Kohl’s has debuted a new family-focused platform titled “Where Families Come First.” This new brand platform “celebrates families of all kinds and embraces the real, messy and beautiful moments together.”

The company, which has been a go-to destination for families for their clothing, beauty, and household needs, has proven it puts its customers first with plenty of coupon discounts, generous return policies, and a great selection of both trendy and celebrity-driven styles. This new platform will continue to drive Kohl’s value and enhanced product assortment as the company positions itself as a destination for families to shop for all of life’s milestones.

Christie Raymond, Kohl’s chief marketing officer, stated in the announcement, “Kohl’s has always been committed to families by providing the product they want at a great value. With our new platform, we have an opportunity to emotionally connect with new and existing customers, including families in all of their forms, and get them excited about the changes we’re making.”

She added, “Today’s family is inundated with images of perfection across media channels, so we wanted to flip the script and bring authenticity to our marketing and storytelling that shows real moments.”

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Kohl’s new platform, which will be visible across digital, print, video, and social media, will feature families in unfiltered moments. These will come to life through its campaign, “When Life Gets Real, Start Here.” 

According to the press release, customers will see authentic moments across Kohl’s media through “product storytelling such as home decor for your first time living alone, dinnerware for when the entire family stops by, and waffle irons for making memories with your grandkids, highlighting how Kohl’s offerings are made for real-life moments.”

In addition, Kohl’s will collaborate with celebrity brand partners to compile product curations that spotlight the Kohl’s products they use and love in their everyday lives, managing careers and families. These moments make life meaningful, and the viral commercials are set to “Home” by Good Neighbours.

Kohl’s is asking shoppers to share how Kohl’s is there for their real family moments by using #KohlsFinds or @kohls for the chance to be featured on Kohl’s social media channels.