By  on May 21, 2018

Millennials have been a sweet spot for Kohl's, and now the retailer wants more sugar.The Menomonee Falls, Wisc.-based Kohl's has hooked-up with Millennial-minded media platform PopSugar, which has a global audience of more than 100 million readers. PopSugar at Kohl's, launching in September at 500 stores and kohls.com, will consist of elevated basics and fashion-forward styles that can travel from season to season. The collection will be another notch in the retailer's portfolio of brands targeting the cohort, which has helped drive Kohl's recovery from a long earnings slump."The collection has a framework of four key seasons with new monthly trend flows," said Michael Gilbert, Kohl’s executive vice president of product development. "It will be fluid and responsive to keep the product exciting and engaging. This collection is part of our speed initiative, which has reduced our time lines by about 40 percent, taking months out of the process, which allows us to bring trends to market even more quickly. PopSugar is positioned to be our fastest, most responsive brand."

Department stores have been hooking up with partners faster than single young men and women pair off at balls in a Jane Austen novel. Lord & Taylor will soon open a flagship on walmart.com; Sears is selling its Kenmore appliance brand on Amazon; Best Buy is teaming with Amazon for voice-shopping, and Walmart and Target are working with Goggle on voice shopping.Kohl's has already unveiled Amazon areas in stores that sell Echos, Fire tablets and other gadgets with the hope that shoppers who visit for Amazon will be enticed to buy apparel and home items."The collection is driven by tapping into PopSugar's broad audience of Millennial women through propriety data analytics including search, social media and shopping patterns. That, paired with consumer, trend and market research, will bring together a combination of data, technology, storytelling and customer insights," said Gilbert, adding that consumers will be able to weigh in on the collection's direction and designs through audience impact via PopSugar.

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