Kohl’s spotlights its proprietary brands with new ‘By Kohl’s’ campaign
Kohl’s Corp. is launching a comprehensive marketing campaign that highlights its proprietary brands portfolio.
The new “By Kohl’s” campaign, which spans broadcast, social, digital and in-store, boasts creative designed to brings each brand’s personality to life under one connected platform. The broadcast spot for Kohl’s FLX apparel, for example, shows how the brand moves seamlessly from work to the golf course, combining comfort, performance and polish.
Online, the campaign content reinforces each brand’s distinct attributes, such as reinforced knees on Jumping Beans kids’ pants.
“At its core, By Kohl’s is about giving the proprietary brands we’ve created for our customers a stronger voice and greater visibility,” said Christie Raymond, who has served as Kohl’s chief marketing office since 2023. “We want shoppers to have confidence in choosing these brands, because they understand what they offer — style they love, quality they can trust, and value that fits their lives.”
In-Store
With a goal of creating an environment that shows shoppers exactly how to build looks for their everyday lives, the campaign will come to life in stores through curated displays and a fresh approach to mannequins and fixtures, which will serve as visual style guides. Dedicated signage will spotlight the company’s owned brands.
“By showcasing complete outfits — pairing a floral top with the right bottoms and accessories — we’re making it easier to see how By Kohl’s pieces work together,” said chief merchandising officer Nick Jones. “It’s about creating those 'aha' moments of inspiration that help our customers feel confident in their choices every day."
As to the why of the campaign, Raymond said that while shoppers who already know Kohl’s brands love them, the retailer realized there was more it could do to help others recognize brands as uniquely Kohl’s.
“This was an opportunity to be more intentional in how we tell our brands’ stories,” she explained. “By Kohl's allows us to better articulate what makes each brand special and position them as clear, consistent choices within the Kohl’s experience.”
Added Jones: “By Kohl’s provides a distinct point of differentiation for us, as we continue to develop unique collections that offer the sharp price points our customers expect without compromising on the modern aesthetic they're looking for.”
