Kohl’s hopes to draw young parents through advertising “authentic moments with families.”

Kohl’s hopes to draw young parents through advertising “authentic moments with families.” Kohl’s upcoming campaign, “When Life Gets Real, Start Here,” is aiming to establish the retailer as a family destination. This year, Kohl’s has already revived the tween brand Limited Too, added new lines from Aéropostale and Madden Girl, and launched Babies “R” Us shop-in-shops in 200 stores to appeal to families. And following declining sales, CEO Tom Kingsbury emphasized a renewed focus on physical stores, which YPulse told you about in May. The campaign will showcase “real” family moments, promoting the retailer’s products place in everyday situations. (Retail Dive)

📊 YPulse data: 44% of young parents shop for clothing, beauty products, and home goods at department stores