With all the fuss about emerging brands such as Rejina Pyo and Staud, Kohl’s wants in. In mid-October, the middle-market department store will launch Curated by Kohl’s in more than 50 stores and on kohls.com.
What does a Menomonee Falls, Wisc., retailer know about emerging fashion? Kohl’s earned its cred with Simply Vera Vera Wang and other designer launches. In the fall, Elizabeth and James apparel, handbags and accessories will bow, along with a holiday capsule by fashion designer Jason Wu.
Besides, Kohl’s will be getting help — Curated will be powered by Facebook.
New brand assortments will be introduced in multiple departments across select Kohl’s stores and kohls.com on an ongoing basis. Kohl’s hopes the drops encourage customers’ discovery — and frequent shopping trips. Beginning in 2020, Kohl’s will partner with Facebook on brand curation, identifying and engaging with brands that have built a strong online community on the social media platform.
Doug Howe, Kohl’s chief merchandising officer, said, “Curated by Kohl’s provides the opportunity for us to showcase innovation, connect with digital retailers, and team up differently with best-in-class digital platforms like Facebook.”
“We’re excited to collaborate with Kohl’s in a new way to identify and connect with emerging brands that have fostered a community and grown a business on our platform,” said Doug Frisbie, director of North America marketing at Facebook.
Brands launching this fall include: Adore Me lingerie, including bras, panties and sleepwear designed by women, for women in all sizes and geared to every body type; East Adeline by Dia & Co., a plus-size label featuring statement pieces, modern prints and staples in sizes 14 to 32; Kid Made Modern, craft kits and accessories, including kits for travel, jewelry, holiday decorating and various art supplies; LovePop laser-cut cards; Luca + Danni, stacking bracelets, which read, “Embrace the Journey, has a charitable component, and United Blue, home products, has a sustainable story.
Besides the other launches, Nine West apparel, handbags and footwear will bow later this year, along with the Scott Living home lifestyle collection as Kohl’s aims to raise its style quotient.