Rut-roh. Adding more Kohls to the fire...
Hmmmm, I can't wait to see how this Kohl's marketing campaign featuring Britney Spears and the Candie's brand goes over with caring mommas who have previously opened their wallets to Kohl's in the past. You know, the same ones who are sick and tired of the rampant sexualization of our girls. Yeah, those mommas...which last I checked, is a good majority of us. Not to mention, street-walker chic is sooooo yesterday.
Moving forward with the campaign seems a bit risky to me, especially given the tough economy. Oh well, don't say we didn't warn you, Kohl's.
Here's the contact information, if you would like to politely let Jessica know how you feel about the ad campaign:
Jessica Swearingen
Kohl's Customer Correspondence Coordinator
cscc.escalated@kohls.com
26 comments:
I'm beginning to think dressing in sackcloth and ashes is becoming more and more appealing.
I wonder if they're going to be giving away free handbaskets with a purchase next. . . .
Love your title, BTW!
This store...I can't even begin to put it to words.
I'm frightened with the thought of summer coming.
One word: SWIMSUITS!
Take care,
Amy
www.crumbsonmyfloor.com
I'm posting the email that I received from Kohl's this morning. I don't think there will be an immediate change but here's hoping. I did mention in my return email that I didn't think that Britney was a good example of self-confidence since it is only on stage that she seems to have any. Oh well, I worded it better than than but I don't want to cut and paste more. Kim
Dear Valued Customer:
Thank you for contacting Kohl's about our selection of Britney Spears as the 2009 Candie's Girl. We regret that you have concerns regarding this decision.
Ms. Spears is an international celebrity and pop culture icon who embodies the spirit of the Candie's brand and personifies the iconic Candie's Girl; self confident and stylish. We respect Ms. Spears' right to privacy, and her personal life does not reflect the views of Kohl's Department Stores.
It is not our intent to offend our customers, and your feedback will be shared with Kohl's Executives for future decisions. We value the opinions of all our customers and appreciate you taking the time to contact us.
Kim,
That's the EXACT email response that I got from Kohl's!!!
Don't think they're all that interested in our thoughts.
BTW ~ we've lucked out at Target with cute, fashionable clothing that maintain modest hemlines for my tween.
Here's my letter to Ms. Swearingen:
Dear Ms. Swearingen,
Please forward my email to those responsible for the Candie’s ad campaign featuring Britney Spears.
I am disappointed that Kohl’s would use such blatantly sexualized pictures of a young woman who has proven in the past to be emotionally, physically, and mentally unstable. Is the message to girls “we don’t care about what’s going on inside – as long as you get skinny enough to pose in sexually revealing clothes you’re okay with us”?
Because ultimately, it’s all about drawing the crowds, isn’t it? Britney, even in her distressed state, still has the power to make money for you, doesn’t she? Please reconsider this campaign. My twin girls are 11 years old, and feel assaulted by the larger-than-life posters of women and girls in their underwear that they see everywhere.
If you pursue this course of action, we will shop elsewhere. I am a woman of influence in my community, and can persuade others to do the same.
Please don’t jump on this bandwagon as you chase revenue.
OH MY GOSH - it looks more like playboy than a Kohl's circular! My 11yo daughter just asked last night if we could go clothes shopping this weekend. I said I had a Kohl's coupon so we'd go there. After getting this, I'm thinking NO WAY. I just checked my records and I've spent over $1000/yr there the last 7 years. I'll be including that figure in my letter to them!
I sent a note to Kohl's regarding the ad campaign... they're sending the same response to everyone. You would think they would rethink their strategy...
I also sent a letter to Jessica and received the exact same response as Kim. I didn't stop there. Here is what I wrote in return.
"I respect your respect of Ms. Spears' right to privacy, but unfortunately, her private life is not only outwardly displayed through the media, but is blatantly reflected through her musical lyrics and in her music videos, and regardless of the fact that she is an international celebrity and pop culture icon, I believe she is not an ideal choice to represent Candies. If she is the type of person that "embodies the spirit of the Candie's brand and personifies the iconic Candie's Girl" then I am sure that there are millions of girls out there who will not be shopping the Candies line of clothing because of the name associated with it. Is it not possible for you to find someone who is going to reflect a more positive role model to our girls? Confident and stylish does not need to be associated with someone who reflects such negative values in our society. It is difficult enough to bring our girls up to be wholesome and pure. In choosing Britney Spears as that role model, you are sending our young and impressionable girls the message that she is the kind of person they should be like."
I also let them know that I would be spreading the word to other friends and family. As well, in my previous email, I mentioned that upon receiving this news via Vicky's newsletter, on a recent shopping trip with my 11 year old daughter, I chose to go to Target rather than Kohl's, which would have been my first destination.
I never received any response back after this second letter. I guess it's all said and done...hopefully not if enough of us give feedback!
I also sent an email to Kohl's sharing my frustration. I work daily with girls who struggle with self-confidence issues and am bothered by adverstisements that continue to create difficulty for tweens/teens. I am also a mother of a 9 year old daughter and struggle with being infuriated when I see advertisements such as this. I'm sure the response from Kohls will be the same as everyone else. I must say I won't be shopping at Kohls and contributing financially to this type of advertisement!
btw, this reminds me of an article I read in the American Family Assoc. Journal -- the "Best and worst TV advertisers" according to the Parents Television Council (www parentstv dot org). (The rankings are based on the content of the shows for which these companies underwrite with ads). On the top 10 WORST list was Target and Kohl's. "Walmart barely missed the cut-off for our best list and is to be lauded for its commitment to families," said [PTC Pres.] Winter. Since seeing that list I've become more uncomfortable with shopping at Target and Kohl's, but this Britney business is the straw for Kohl's. Walmart here I come!
Even though everyone is getting the samed canned response, keep sending letters! The number of letters they get will have an impact!
I sent my second email just now though I got the from letter in response to the first. I asked to be taken off the mailing list as well.
Also, praying for you Vicki. Just caught up on last week's posts.
Thanks so much for the info. I did send an email to Kohls a couple of weeks back and got a "nice" but dismissive response back. As for me and my 14 year old daughter, we will not be shopping there as long as Brittney is the role model presented to my daughter. I have to say that I always enjoyed shopping at Kohl's as did my teen daughter and will miss it, BUT, this is too important to ignore. Thanks again.
Amy (kinserfamilyfun.blogspot.com)
I used the info you provided and sent Kohl's an e-mail, and I have encouraged the women in my small group to do the same.
Here's my rebuttal to the Kohl's canned response:
Dear Kohl’s Correspondence “Specialist,”
I find it interesting that I can take the time to write a letter that makes specific points and articulates a sound complaint, yet Kohl’s cannot find the time to give me a considered response.
I was in the PR business. What you just did was “throw me a bone.” I know this is the same response you are making to other complaints concerning this issue. It does not placate me. Please send this email concerning my displeasure with this response to your supervisor.
Thanks for securing the information to make our appeals!
I am completely disgusted and will be writing to Kohl's today. I thought it was worth noting that if you look on the corporate statement associated with their new ad campaign they say that they [Kohl's] are a "family-focused, value-oriented specialty department store..."
I'm not sure what part of this campaign fits that claim, as I don't even want to take my two younger daughters into the store to be assaulted by such images. I'm grateful that right now my teen wants her clothes to come from Aeropostale - an entire wardrobe of sweatshirts would suit me just fine! :)
What in tarnation? Who likes that? It's crazy!
What are they thinking?
It's comical to even look at it. Where or who ???
I have no more words! BLAK!
YIKES!! So not only will they pass this image on to our girls but also our boys and then to add insult to injury they'll jack up the price 60% to bring it back to a "Sale" price at "40%" off. Puhhleease! I'll keep shopping somewhere else.
Not only is Miss Spears a mess, but some of the clothes with her name over them are dreadful. The prints look like they stepped out of the worst of 1974 (which I happily am too young to know apart from my parents' photo albums.) There was a dress I saw in the local Kohls today that would have been reasonable in a fabric that was not so hideious!
Might I suggest also writing the investor department? investor.relations@kohls.com
I cc'd them on the email I wrote. The investing side of the house needs to know that people are upset and won't be shopping there...
Well, add me to the list of people who received the "canned" response from Kohls. The part of their letter that I thought was most interesting was when they said that Britney Spears "embodies the spirit of the Candie's brand and personifies the iconic Candie's Girl; self confident and stylish." What?! When I look at Britney Spears I see a sad, unstable young woman who lost her youth to the world and is seeking love, approval and peace. I just read about her recent concert in Vancouver, how she left the stage several times and ultimately ended the concert with some x-rated expletives to the audience. Yeah, that's what I call the embodiment of self confident and stylish.
I'm not sure how Kohl's can justify saying Ms. Spears private life does not reflect the views of Kohl's Department STore. Sorry, but when you plaster her scantily clad body in ads and in store, you have just reflected her views as your own.
I hate to say it but I will no longer shop at a store who will not listen to their customers. I guess I better pull my sewing machine out and start stitching.
I will be sending Kohl's a follow up letter so I will let you know if I get any further response.
I also sent an email and received the canned response, and then I sent a second one, asking for the PR person's supervisor. The canned response really bothered me because I never even said anything about Britney Spears and what she represents--my complaint was about the sex-sells/near-pornographic nature of her pictures, and the PR person didn't even address my specific complaint. I asked for her supervisor's name, but I have yet to hear back (and that was last Monday).
Vicky, do you have any other ideas of who to contact?
This just makes me so sad. I bring my little girls into Kohls all of the time.. and this is NOT what I want them to see!! I went ahead and emailed to let them know how I felt.
Just went to Kohls yesterday and saw the line... What was left of it, anyway. The stuff came in and went out in less than 48 hours and they haven't been able to keep it in stock. All they had left were extra smalls and extra larges.
So much for the prediction of doom and gloom for Kohls because they sell Britney's stuff. Apparently there are plenty of "caring mamas" (what, are we 4 year olds?) and women in general who are still perfectly fine with both Britney and Kohls.
And I have to say, I wish the stuff wasn't sold out... Most of it was really cute.
What this all boils down to IMHO is a group of women who're largely disconnected with pop culture and the entertainment industry as a whole getting upset that a company has picked an icon that they don't like for personal reasons as the face of a marketing campaign. Obviously she sells and obviously people are still all about her, so the complaints of a relative few who aren't the demographic that Kohls aims at appealing anyway is moot.
Vicki I went to your Your Girl confrence and LOVEd it. I was wondering if you were going to be in Missouri, Nebraska, Kansas, or Oklahoma for the logged in and tuned out conference? I would love to go to that with my 11 year old daughter.
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