Kohl’s is teaming up with the social media giant to uncover emerging brands that millennial shoppers consider cool.
The line, called Curated by Kohl’s, will do a deep dive into Facebook’s data to identify brands in numerous categories that resonate with shoppers. The curated collections will be offered on its website as well as at 50 Kohl’s department stores.
Kohl’s is following a retail movement to offer curated collections so shoppers can explore new trends. Macy’s and Target have also developed new partnerships to offer boutique and niche merchandise.
In another attempt to reach millennials, Kohl’s partnered with Popsugar to launch a clothing line last September.
Kohl’s own curated lines will roll out in October with brands Adore Me and pop-up card designer Lovepop. Facebook-curated brands launch in 2020.
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Kohl’s CEO Michelle Gass said she wants to keep physical retail significant in the age of online shopping dominance. The franchise also partnered with Amazon to serve as a drop-off for returns. After expanding nationally, Kohl’s has indicated the service is creating more store traffic, leading to more sales.
The franchise reported its second-quarter earnings with a confident outlook for the balance of the year. Traffic coming into its locations is meeting expectations, Gass said, and is skewing toward off-peak times. She also pointed out the company is seeing a mixture of existing customers and new, younger shoppers using the service.
The company began supporting the program in mid-July with a robust marketing plan that encompassed digital, print and national broadcast television. Gass also noted the company expects the Amazon returns program to make a positive contribution to operating income in 2019.
