Name: Kohls Rebranding
Uploaded: 2015-07-10
Duration: 1 min 20 s
Description: Kohls Rebranding

[ MUSIC ] Kohl's has a plan to re- energize the company. Could you tell us about that a little bit? Sure. It's called Our Greatness Agenda. We rolled this out in October of last year to the financial market and actually to our entire organization, and it's been one of the most energizing things I've ever seen in an organization. I was lucky enough to be a part of the executive team that helped create this. So, there are a number of pillars that are really important to me, but Every day it's a proud moment watching the Greatness agenda come to life. And Phil, how does this fit into Kohl's overall turnaround plan, would you say? So like all department store chains, Kohl's is very apparel focused, which puts you even more on the hot seat, right? Yes, it does, every day. So Kohl's has Been focusing a lot on national brands, like Nike and Levi's. The last few years they had focused a bit too much on their own internal brands. And now they're trying to reverse that a bit. But that doesn't mean that they're not looking to elevate their in- house brands, like Sonoma, etc. And that's where you come in, is to make sure that those brands are hot, are re- energized. Because, you know, it's not just Kohl's that understands the importance of this. You have J. C. Penney that has revived a lot of its private label brands, you have Macy's that's doing very well with I. N. C. So right now if you're in retail land, you can't really sit too pretty for too long.