Home / Knowledge / News / Fashion / Kohl's embarks on a digitalised fashion journey
Kohl's embarks on a digitalised fashion journey
05
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


Must ReadView All

Pic: Shutterstock

Textiles | On 19th Apr 2021

NCTO seeks approval for collection of China 301 duties

The National Council of Textile Organizations (NCTO) of the US has...

Pic: Dong Nhat Huy / Shutterstock.com

Apparel/Garments | On 19th Apr 2021

Vietnam's export sectors become M&A targets for foreigners

Vietnam's textiles-garment and leather-footwear sectors are facing a...

Pic: Canada Goose

Apparel/Garments | On 19th Apr 2021

Canada Goose commits to transitioning 90% materials to PFMs by 2025

Luxury apparel maker Canada Goose is committed to transitioning 90...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Consumer sentiment will be conservative after lockdown

Textile Industry, Head honchos

Textile Industry
Head honchos

Increased need for online fitting solutions as retailers shift to...

Textile Industry, Head honchos

Textile Industry
Head honchos

Verticals like fast fashion won’t completely adopt personalisation on...

Ismail Ajani,

Ismail Ajani

Hollywood Footwear’s story began in 1946 when Jummabhai Ajani started the...

David Guiho,

David Guiho

Headquartered in Apt, South of France, Delta Plus designs, manufactures...

Gus Bartholomew,

Gus Bartholomew

<b>Gus Bartholomew</b>, co-founder of SupplyCompass, explains to <b>Subir...

Michaela Griggs & Peggy Schulz, Barco Uniforms

Michaela Griggs & Peggy Schulz
Barco Uniforms

Founded in 1929, Barco Uniforms started as an apparel company for beauty...

Suresh Patel, Non Woven Federation of India

Suresh Patel
Non Woven Federation of India

The Non Woven Federation of India (NWFI), representing the regional...

Steve McCullough & Marco Weichert, Functional Fabric Fair & Design and Development GmbH Textile Consult respectively

Steve McCullough & Marco Weichert
Functional Fabric Fair & Design and Development GmbH Textile Consult respectively

Functional Fabric Fair is a trade-exclusive event showcasing the latest...

Sailesh Singhania, Sailesh Singhania Label

Sailesh Singhania
Sailesh Singhania Label

The Sailesh Singhania label was created to promote handwoven sarees and...

Aprajita Toor, Aprajita Toor

Aprajita Toor
Aprajita Toor

The creations by Aprajita Toor were born out of a deep desire to create...

Anjali Bhaskar, Samatvam

Anjali Bhaskar
Samatvam

Anjali Bhaskar has an experience of 12 years in the fashion industry. She...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search