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.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim