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Kohl's embarks on a digitalised fashion journey
Sep '14
The US-based department store chain Kohl’s has embarked on a novel fashion and digital entertainment related project with the multi-platform media company AwesomenessTV.

Kohl’s is partnering with AwesomenessTV to co-create a limited-edition capsule line for teenage girls titled S.o. R.a.d and a four season YouTube series featuring top teen influencers named Life’s S.o. R.a.d.

Slated to be launched at the retailer’s brick-and-mortar and online stores on September 22, 2014, the range, which has taken inspiration from urban edge, Tokyo pop and pretty princess styles, will feature an array of dresses, sweaters, skirts, knits and leggings.

While speaking about the collection the Executive Vice President and GMM of Juniors and Kids at Kohl’s, Amy Kocourek, says “We are excited to be a first mover with AwesomenessTV into this new entertainment channel and give our junior’s shoppers the opportunity to wear on-trend looks inspired by the YouTube generation.”

“Filled with uniquely styled and fashion-forward pieces, our S.o. R.a.d. brand fits the way real girls dress and allows them to express their own individual style,” she adds.

The Global Head of Consumer Products and Retail at AwesomenessTV, James D. Fielding, also revealed in a statement, “We partnered with Kohl’s because we shared a vision for revolutionizing the typical approach to consumer products. Kohl’s is also where our audience shops, making them the perfect fit for the S.o. R.a.d. brand.”

The launch of the S.o. R.a.d. junior’s collection is supported by Kohl’s and AwesomenessTV with an integrated advertising and marketing campaign that spans print and digital media including Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube.

Scheduled to debut on September 19, 2014, Life’s S.o. R.a.d will offer an imaginative depiction of young stars like Amanda Steele and Lia Marie Johnson in the S.o. R.a.d. brand’s creation. Each episode will engage viewers in an authentic social conversation using #sorad on Twitter and Instagram to drive excitement about the new fashion line.

Founded in 1962, Kohl’s, which specializes in clothing, bedding, house and beauty products from both national and international brands, operates more than 1,160 stores in 49 states.

A wholly owned subsidiary of DreamWorks Animation, AwesomenessTV is a next generation media firm that caters specifically for the global teen audience. The company has produced and distributed the feature film Mindless Behavior: All Around the World as well as the AwesomenessTV series and Terry the Tomboy movie on Nickelodeon. (PB)

Fibre2fashion News Desk - India

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