Kohl's Embraces the Power of "Yes" in New Brand Campaign

  Kohl's Embraces the Power of "Yes" in New Brand Campaign

Business Wire

MENOMONEE FALLS, Wis. -- April 7, 2014

Kohl’s Department Stores (NYSE: KSS) debuted its new brand expression,
embracingthe 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

Kohl's embraces the power of "Yes" in new brand campaign (Photo: Business

“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.”

The new spots began runningon Sunday, April 6.Starting today, “Yes” will be
expressed in-store, on Kohls.com,and throughout all broadcast, digital and
social channels.

Customers are invited to participate in the campaign by sharing their personal
“Yes” moments using #FindYourYes which could be shared on Kohl’s social
channels, including Facebook, www.facebook.com/Kohls, Twitter,
http://twitter.com/Kohls, Pinterest, http://pinterest.com/Kohls and Instagram,
http://instagram.com/Kohls. The full commercials can be viewed at

About Kohl’s

Based in Menomonee Falls, Wis., Kohl’s (NYSE: KSS) is a family-focused,
value-oriented specialty department store offering moderately priced,
exclusive and national brand apparel, shoes, accessories, beauty and home
products in an exciting shopping environment. With a commitment to
environmental leadership, Kohl’s operates1,162 stores in 49 states. In
support of the communities it serves, Kohl’s has raised more than$257 million
for children’s initiatives nationwide through its Kohl’s Cares® cause
merchandise program, which operates under Kohl's Cares, LLC, a wholly-owned
subsidiary of Kohl's Department Stores, Inc. For a list of store locations and
information, or for the added convenience of shopping online,
visitwww.Kohls.com,join the discussion on Facebook
(http://www.facebook.com/Kohls) or Twitter (http://twitter.com/Kohls)or get
inspired on Pinterest (http://pinterest.com/Kohls) and Instagram

Photos/Multimedia Gallery Available:



Bevin Bailis, 262-703-1464
Jen Johnson, 262-703-5241
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