Kohl’s wants to continue its momentum from 2015 and this week announced the re-launch of the billion-dollar private brand, Sonoma Goods For Life™, which is designed to offer a casual and easy lifestyle experience across all product categories to better serve today’s families.
Making that customer experience paramount among its strategic marketing plan is a focus for Kohl’s.
Sonoma Goods For Life’s new, curated assortment delivers modern, useful, and versatile fashion and home essentials and provides customers with goods that help them live smarter, simpler, better lives.
The larger multi-year strategic framework, which Kohl’s implemented in 2014, is called the Greatness Agenda.
“As part of Kohl’s Greatness Agenda, we want to inspire our customers by giving them amazing products that deepen their engagement with our brand,” said Michelle Gass, Kohl’s chief merchandising and customer officer. “Sonoma Goods For Life is one of Kohl’s largest brands and also represents the greatest opportunity for growth. We’re elevating the collection and creating a more exciting and cohesive offering. We believe that the new Sonoma will resonate with our customers and build great momentum for Kohl's. ”
Sonoma Goods For Life’s new brand essence will come to life through elevated in-store and online experiences including refreshed packaging, fixtures and graphics. The re-launch includes marketing support through dedicated broadcast across all major networks, cable, syndicated properties, online video, social media, direct mail distribution. and personalized email communication.
“Sonoma Goods For Life is a reflection of how modern families live−rooted in those everyday pieces for your wardrobe and home you can’t live without,” said Michael Gilbert, Kohl’s executive vice president of product development. “Our customers want value they feel good about and products with a purpose that look great, function well and are easy to wear. And that’s exactly what Sonoma offers.”
Sonoma Goods For Life offers customers easy solutions across all categories including women’s, men’s and kids apparel, accessories, footwear, home décor, bedding, bath, furniture and beauty.
Kohl’s is a leading specialty department store with more than 1,100 stores in 49 states.