Who really gets the Why Statement?

It’s so hard to understand the why statement of a brand…

But I really think I understand the why statement of Kohl’s.

Kohl’s does their brand to bring families together, and to inspire them on a budget.

They understand people want to be up to date on fashion, but don’t have the money to put towards it. That’s where all their discounts and coupons come in.

They understand that parents are on a time crunch, so they make it accessible to shop for the whole family in one place instead of ten.

They understand customer satisfaction, and show this by accepting nearly all returns no matter how long it has been since they bought the item.

Kohl’s knows they just can’t say they want to inspire and empower family lives, they need to act on it. They know there job isn’t just about selling things and making money, they look to inspire families by creating easily accessible apps, and making shopping easier than ever.

They understand the why in families. They understand the family foundation and that’s what their mission statement is focused on.

I understand the why in Kohl’s brand, and Kohl’s understands the why in their brand and mission statement.