NEW AGE KOHL'S

NEW AGE KOHL'S

My team was tasked with rebranding Kohl’s to fit into the new age of retail fashion. After completing extensive market research we developed three key insights, which were used to create a new brand position and brand personality. We offered three brand recommendations and a creative concept to help Kohl’s adjust into their new phase of life.

Overview of the Problem

  • Reasons for this are:

    • Malls are closing

    • E-commerce is taking over

    • Kohl's does not have a full understanding of their target audience

    • The shopping experience at Kohl's is not ideal

    • Increased demand for convenience among consumers

    • Technology is the primary way consumers shop for clothing/household goods

    • Young consumers feel misrepresented (young audiences are heavily influenced by trends, and Kohl’s is not keeping up)

Research and Findings

Qualitative and Quantitative Survey Results

  • 44% of participants have not visited Kohl’s (online or in person) in the last year. 42% have gone 1-3 times in the last year

  • “I am fresh out of college and need to present myself professionally and confidently”

    “I am getting older and want my clothes to portray that”

    “I feel the need to have a business casual look and I try to look presentable for class”

  • Gen Z and millennials are most likely to prioritize forms (style/design) and try to stay up on the trends and take pride in looking good

  • Over 43% of all Gen Z shoppers turn to social media platforms for clothing inspiration

  • 52% of Gen Z say that they prefer shopping online over in-person

  • 65% of Gen Z wants to shop more sustainably and buy higher quality clothes but 30% described themselves as addicted to fast fashion

Three key insights.

  1. Fake it ‘til you make it

  2. Timeless basics go beyond cyclical trends

  3. Preparation starts with your wardrobe

Target Audience

Demographics:

  • Men and Women

  • “Elder” Gen Z (18-26)

  • HH Income ranging $10-60K

  • Highest education level: Bachelor’s Degree

Psychographics:

  • Budget-conscious people - planning for the future

  • Spending their money on things that last

  • Personal style is important to them. It’s a way they can feel more confident as they enter college/career

  • They like to be seen as “attractive” to their peers/co-workers

  • Prefers consuming social media as a means of information and trend-following

  • They are on their phones more often than they would like

  • They are loyal shoppers to brands they trust

Brand Positioning

For college students and young professionals, Kohl’s is the only retail store that delivers affordable, quality clothing staples because Kohl’s understands the needs of young adults.

This positioning will be effective because Gen Z adults feel misrepresented and misunderstood. Our new positioning will center around listening to Gen Z and working hard to genuinely understand and accomodate their needs.

Brand Recommendation

Meet Consumer Needs

Target older Gen Z as the next generation of Kohl consumers and help them understand that it has clothing that supports their budget and style

Basics and Business

Highlight the affordable quality that Kohl’s provides to help them elevate their everyday wardrobe and prepare them for their next stage in life

One Stop Shop

Offer a comprehensive range of fashion essentials alongside curated selections of accessories, footwear, and beauty products

Creative Concept

Pop up shop launching a “new brand”

Process:

  • Place pop-ups in busy streets to gain the most attraction

  • We would be advertising for a “new brand” and gathering opinions about the clothing.

  • The kicker... Every item would be from Kohl’s.

  • We would not tell anyone where the clothing is from until after we gather opinions

  • We would record the whole interaction and use the footage for Kohl’s social media, televised commercials, etc.

Purpose:

  • Taking away the brand name will remove any current biases people have about Kohl’s.

Next

Minneapolis Pickleball Club Campaign