Welcome back. The second Trump inauguration was a big event, followed quickly by executive orders on everything from the branding of the Gulf of Mexico to the fate of TikTok (links below).

But don’t overlook the other news of the day, including the message from shoppers to the new CEO of Kohl’s; how brands are trying to capitalize on Gen Z’s arrival at the office; and the billion-dollar sale of one of the big names in media measurement.

Kohl’s shoppers have a message for incoming CEO Ashley Buchanan: Bring back the old Kohl’s.

The department-store chain in recent years scaled back fine jewelry, petite clothing sizes and private-label brands to make way for Sephora cosmetics and Babies “R” Us shops inside its stores, Suzanne Kapner writes.

The moves, designed to win younger shoppers and reduce inventory, upset some longtime customers and sent Kohl’s sales into a nosedive that wiped out more than half a billion dollars in revenue over two years.

Kohl’s isn’t backing away from Sephora or Babies “R” Us, which it says have been successful at attracting younger customers, but it has been bringing back much of the merchandise it removed.

It will be up to Buchanan, who took the helm last week, to decide whether to follow through on that plan.

Brands are marketing less-than-traditional workwear as Gen Z enters the office and trends like “corpcore” spread online, Lane Florsheim writes.

At J.Crew, sheer tops and miniskirts are marketed as “wear-to-work” offerings. Revolve included strapless tops, micro shorts and blazer dresses in its workwear shop. Aritzia, whose “effortless pant” has overtaken many young women’s work wardrobes, has an “office siren” ad campaign featuring a tight-fitting, off-the-shoulder dress.

“A lot of Gen Z thinks, ‘Going into the office would be more fun if I dressed well,’” said Rachel Goldstein, a 24-year-old strategy analyst.

Goldstein, who’s made TikToks lightly roasting Revolve’s workwear offerings, said that “office siren” marketing had actually led to confusion for some. “I’ve seen crop tops in the office, I’ve seen leggings,” she said. Sometimes she feels like there’s a divide between older Gen Zs, who know how to dress for an office, and young Gen Zs, who might not.

Market-research firm Kantar Group is selling its media measurement and analytics unit Kantar Media to private-equity firm H.I.G. Capital for approximately $1 billion, Megan Graham reports.

Measurement and analytics have become increasingly vital for marketers as the number of channels to reach consumers has continued to proliferate.

Private equity already owned a large stake in Kantar Group. In 2019, ad holding company WPP agreed to sell a 60% stake in Kantar to Bain Capital Private Equity, raising about $3.1 billion, and kept the remaining 40%. Kantar Media will now be 100% owned by H.I.G.

President Trump signed an executive order giving more time for TikTok to work out a deal to prevent a ban in the U.S. [WSJ] 

X is meanwhile introducing a dedicated tab for TikTok-style vertical video. [TechCrunch]

Trump directed the secretary of the interior to rename the Gulf of Mexico and Mount Denali in federal communications and on official maps. [The Guardian] 

Coverage of Trump’s inauguration was funereal on MSNBC, but sounded like parade commentary on Fox News. [NYT]

The Los Angeles fires are shining a light on the decline of TV and movie production in the city. [WSJ] 

Big movie releases like “Wicked” and “Moana 2” gave malls a boost over the holidays. [Modern Retail] 

Trump introduced a new cryptocurrency days before becoming president for the second time. [WSJ] 

The Federal Trade Commission sued PepsiCo as part of a last-minute blitz of lawsuits before the end of the Biden administration, alleging that the company forced many consumers to pay higher prices by giving Walmart unfair pricing advantage. [WSJ] 

Sephora sponsored a three-part show on Hulu about the beauty routines of Chappell Roan, Victoria Monét and Becky G. [Business of Fashion]