Kohl’s is turning to Facebook to further blend modern shopping into its department store model. Starting in mid-October 2019 in 50 Kohl’s stores and Kohls.com, “Curated by Kohl’s” will feature the retailer’s first selection of items from brands with popular social media followings. Brands appearing in the first iteration ahead of the holiday season include Adore Me, East Adeline by Dia&Co, Kid Made Modern, Lovepop, Luca + Danni and United by Blue.
Facebook, using data related to shopper interests, will work with Kohl's to identify trendy brands on Instagram and Facebook that have never appeared in Kohl's stores or on its web site.
The Curated by Kohl’s assortment will be refreshed quarterly with new, unexpected products across multiple categories which may include apparel, accessories and home. By using Facebook as a funnel for top digital brands, Kohl's hopes to create an experience that rival stores can’t easily replicate.
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.
Aside from the Curated by Kohl’s initiative, the retailer is bringing a new array of brands into its assortment later this year, including Nine West apparel, handbags and footwear; the Scott Living home lifestyle collection; Elizabeth and James apparel, handbags and accessories; and a holiday capsule by fashion designer Jason Wu.
Under CEO Michelle Gass, Kohl's has made more of an effort to integrate its traditional department store offerings with other popular shopping channels, such as expanding a relationship with Amazon to accept Amazon customers' return orders for free — even without their shipping box — at all of Kohl's 1,100+ U.S. stores. Kohl's also is leasing out space to Aldi and Planet Fitness to open up several supermarkets and gyms next to Kohl's locations.
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