The last year for Kohl’s (KSS) was a roller coaster ride with a lot of ups and downs. The Menomonee Falls, Wis., based retailer is staying true to its roots despite the last year filled with many changes.
Not even 12 months ago, Kohl’s was in talks with a buyer, but pulled out of negotiations citing a volatile market. Less tha two weeks after Kohl’s backed out of the potential buy out, it launched a new marketing campaign to reinvent itself, with Discover @ Kohl’s. The new campaign would have a rotating season of new clothing lines that expanded its reach to other cultures, and minorities.
Discover @ Kohl’s featured a line of gender-neutral clothing for youth, giving a fashion choice that allows children to dress in what makes them feel comfortable and be themselves.
Another consumer that hasn’t had a lot of clothing options is the differently abled, and Kohl’s added this to their apparel lines. A lot of what Kohl’s has focused on is bringing a voice of style to those whose voices are not normally heard.
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Kohl’s Hears the Calling and Answers
Kohl’s has long been a community partner that helped those in and around its Midwestern home of Wisconsin. Over the last 60 years, Kohl’s has committed to give over $150 million to nonprofits that work hard to make a difference for individuals every day. Kohl’s continues that history of giving despite its uncertain future in the retail world, with a commitment of $3 million to Children’s Wisconsin. Kohl’s recognizes that mental health is a crisis for youth and is working with other organizations to open mental health walk in clinics.
The first clinic, like the one Kohl’s has pledged to help fund, is the Craig Yabuki Mental Health Walk-In Clinic in Milwaukee that has already supported over 1,000 kids since opening in March 2022. The goal is for Children’s Wisconsin to open one new clinic each year over the next three years. The locations of each new clinic have yet to be determined, but the locations will be spread out over Wisconsin, to provide the best reach for those in need.
“The mental health issues impacting today’s youth are of the utmost importance, and we applaud the work Children’s Wisconsin has been doing to prioritize and develop tangible solutions to support mental wellness for all children,” said Christie Raymond, chief marketing officer for Kohl’s. “Through our continued partnership, Kohl’s is proud to play a role in increasing access to critical mental health services and creating pathways to greater health and well-being for kids across Wisconsin.”
“Wisconsin kids are telling us what kids all over the country have been telling us — this is a crisis,” said Amy Herbst, vice president of mental and behavioral health at Children’s Wisconsin. “We are so grateful that Kohl’s recognizes the urgency in addressing this need and continues to support these efforts. We know that more Wisconsin kids will begin a path to better health and healing because of their gift.”
Kohl’s Continued Efforts to Support in a Crisis
Kohl’s is working behind the lines to help people before an emergency occurs. Helping individuals start by feeling comfortable in their own skin and feeling like they are seen and have a voice, starts with their ability to feel free to be who they are. Dressing in clothing may seem like a very small thing, but to someone who is scared and wants to transition to who they really are, finding clothing that fits them, without a stigma allows them to feel that they are not alone is important. There are more people like them out there working to find their true selves. Mental health starts with the feeling of acceptance.
Kohl’s is out there supporting those individuals at the clothing store, and where they may go to seek assistance. The walk-in clinics that Kohl’s supports for kids ages 5-18 give access to licensed therapists and social workers that can help them find a long-term solution to their individual needs.
