Kohl's aims to be a millennial magnet

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Kohl's aims to be a millennial magnet

By Gina Acosta - 05/21/2018
The retailer is launching a new apparel collection with POPSUGAR to expand the retailer’s millennial brand portfolio launching this September.

Kohl's is taking the next step in its plan to lure more millennials by announcing a new partnership.

The retailer is launching a new apparel collection with POPSUGAR to expand the retailer’s millennial brand portfolio launching this September.

“We see an opportunity to draw more millennial customers and young families to Kohl’s. This partnership is an illustration of how Kohl’s can attract and serve this customer with a unique experience that couples compelling new product with an engaging shopping and marketing experience,” said Greg Revelle, Kohl’s senior executive vice president, chief marketing officer. “Partnering with POPSUGAR allows us to connect with millennials in a credible, authentic and meaningful way.”

The POPSUGAR at Kohl’s collection combines trends, media and an agile merchandising model that will use data and analytics to incorporate millennial customer intelligence. Kohl’s strategy is to increase its millennial-focused offering through relevant brands, amazing product, elevated experience, and personalized marketing.

"Kohl's is expanding our brand portfolio by thinking about the millennial customer differently. We have partnered with POPSUGAR to create an innovative, data-driven apparel collection leveraging our 'speed to market' model,” said Michael Gilbert, Kohl’s executive vice president of product development. “As one of the most engaging media outlets in the industry, POPSUGAR will bring key predictive insights to tell us exactly what this customer wants through the content they are searching, browsing and engaging with across channels."

POPSUGAR at Kohl’s apparel reflects the perfect balance of redefined essentials and seasonal trend pieces that can be mixed together to celebrate individual style, including dresses, skirts, tops, and bottoms. Styled and curated by POPSUGAR – a global media and technology company – these easy-to-put-together pieces work hard from day to night. Prices for the entire line range from $24.00 to $84.00 and it includes sizes 0 to 24. The new brand, that will be available in 500 Kohl’s stores and on Kohls.com, will join the current Kohl’s roster appealing to millennial women, including LC Lauren Conrad, a:glow Maternity, Circus by Sam Edelman, Nike, adidas, Converse, Levi’s, and more.

"We've always wanted to extend the POPSUGAR brand into apparel, and we're thrilled to be working with Kohl's to combine audience data, technology and storytelling to create a collection that marries content and commerce. We've listened to our audience and are excited to share this line that delivers the everyday ease of clothes you can live in with trends that are wearable for all," said Lisa Sugar, founder and president of POPSUGAR.

Kohl's has more than 1,100 stores in 49 states.

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