Popular brands refreshed just in time for summer.
When moms shop, the children’s department is often a motivating factor to get her into the store. That’s why Kohl’s took a closer look at our brand offerings for kids and decided it was time for a refresh. Reinventing our private kids’ brand, Jumping Beans, and focusing on our strongest national kids’ brand, Carter’s, both play into our goal of being the children’s destination for families.
Jumping Beans
Kohl’s recently unveiled a new take on Jumping Beans, with updated product and marketing, as well as a new logo, and fresh merchandising layouts in store. To attract the millennial mom and target our core Jumping Beans customer in a new way, we simplified artwork and incorporated trend-right colors with more neutrals, grays and black. We also updated the graphic tees, a staple within the collection, to inspire emotion with a movement toward kindness and witty sayings.
"We have a team in-house sketching, drawing and coming up with unique art. It’s that connection, that’s altogether unique to Kohl’s," said Rebecca Humphrey, director of product development.
Through testing and incorporating the brand into our speed initiative, we’re able to react quickly to what is resonating with customers and working for the brand. The new Jumping Beans is perfect for play, affordable with simple price points and easy on busy moms.
Capitalizing on Carter’s
Another important element to reinvigorating the children’s department hinges on Kohl’s largest and strongest national kids brand, Carter’s. With giftable outfits and little baby basics, Carter’s remains a popular choice for new moms. And as Carter’s largest retail partner, we’re focused on increasing traffic by relaunching the brand’s high volume baby categories and identifying other categories of focus, like Toddlers and Boys / Girls 4-7.
"Carter’s has a great track record. There's a level of trust with the customer. Carter's has name recognition and is known to often deliver the style Mom is looking for," said Julie Gerds, senior buyer - infants & newborns.
Be sure to stop in your nearest Kohl’s to check out the new designs and check out all the great kids clothing at Kohls.com.
