{
  "docId": "019f6b8f-32cf-7688-97ac-a3d98b243b84",
  "docSlug": "jarvis-macellum-kohls-presentation-april-2022",
  "documentTitle": "Macellum Kohls Presentation April 2022",
  "authorId": "macellum-kohls-presentation-april-2022",
  "authorName": null,
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2022-04-01 00:00:00",
  "orientation": null,
  "aspectRatio": null,
  "pageNumber": 125,
  "pageCount": 168,
  "prevPage": 124,
  "nextPage": 126,
  "slideType": "before_after",
  "function": "diagnose_problem",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "Uses a before-after framing to highlight a branding opportunity.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019f6b8f-32cf-7688-97ac-a3d98b243b84/125",
  "deckHref": "/decks/019f6b8f-32cf-7688-97ac-a3d98b243b84",
  "deckJsonHref": "/decks/019f6b8f-32cf-7688-97ac-a3d98b243b84.json",
  "deckAnchorHref": "/decks/019f6b8f-32cf-7688-97ac-a3d98b243b84#slide-125",
  "components": [
    {
      "bbox": {
        "h": 0.4,
        "w": 0.12,
        "x": 0.41,
        "y": 0.48
      },
      "kind": "callout",
      "text": "What it could look like",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "deb1c5ad-feec-42ca-9229-7b386f35b2b8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.35,
        "x": 0.57,
        "y": 0.48
      },
      "kind": "image",
      "text": "Old Navy store signage",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bbb03e65-60ea-411b-ac5f-a8b21768bda1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.35,
        "x": 0.05,
        "y": 0.48
      },
      "kind": "image",
      "text": "Kohl's store signage",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c133e70d-1b54-44d1-b8ee-84c609aab63b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.65,
        "x": 0.03,
        "y": 0.28
      },
      "kind": "list",
      "text": "Opportunity: Create signage with positive energy and enthusiasm for every category",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "820ef949-8e91-4bc5-9237-a7ed3349c7f0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.95,
        "x": 0.03,
        "y": 0.18
      },
      "kind": "list",
      "text": "Challenge: We believe Kohl's' signage often lacks energy and excitement. This sign for “women's plus” does not create a positive image for this vital and growing customer base",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f0882099-e5d1-4f18-9210-a29e555d397c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.35,
        "x": 0.57,
        "y": 0.89
      },
      "kind": "paragraph",
      "text": "Old Navy calls its plus line “BOD Equality,” using inclusive models to romanticize the department",
      "attrs": null,
      "subkind": "description",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "36eeb186-cd9a-49eb-95fe-41ce5d858973",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.6,
        "x": 0.03,
        "y": 0.97
      },
      "kind": "source-note",
      "text": "Source: Macellum's Analysis of Kohl's Stores Throughout Florida, New Jersey & New York, from the Weeks of March 21st, 2022, through April 10th, 2022.",
      "attrs": null,
      "subkind": "source-note",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "17526a5d-2afd-410a-aeb5-9fb07cb74f8f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.45,
        "x": 0.03,
        "y": 0.05
      },
      "kind": "title",
      "text": "IMPROVE IN-STORE SIGNAGE",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "058ae36f-8ece-4e40-a2da-a7f36e3edef4",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "before-after-framing",
      "slug": null,
      "matchId": "0d7f6d13-7f2a-4133-b4cd-110108309038",
      "evidence": "The slide explicitly contrasts a 'Challenge' (Kohl's) with an 'Opportunity' (Old Navy) to propose a solution.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 137,
      "from": 100,
      "beatId": "51f14180-9921-46ad-ada5-f56a99bcd42c",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Solution",
      "beatSlug": "problem-agitate-solution-solution-provide-relief",
      "evidence": "The document presents a solution, including a new leadership slate and a standalone operating plan.",
      "position": 2,
      "confidence": 0.9,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}