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Kohl’s channels mobile engagement for Elie Tahari collection with YouTube series

Kohl’s ongoing collection DesigNation features a new designer every season, attracting frugal spenders who are interested in big-name fashion designers. By promoting with a multichannel approach that leans heavily towards social media, Kohl’s is likely to attract a large mobile audience.

“We are proud to partner with Elie Tahari, a fashion icon, to deliver a wearable, affordable and fashionable designer collection of versatile pieces that women will keep in their closets for years to come,” said Kevin Mansell, chairman and president/CEO of Kohl’s, in a statement.

Designed to entice
Kohl’s DesigNation launched in fall 2012 when the retailer partnered with fashion designer Narciso Rodriguez, followed by designer Derek Lam in spring 2013, Catherine Malandrino in fall 2013 and Peter Som in spring 2014.

Leveraging these designers attracts more business for Kohl’s and responds to the fashion desires of consumers.

Kohl’s video content will be showcased on Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube. The retailer has also partnered with bloggers and social influences through a blogger ambassador program and Twitter chat, along with the YouTube video series.

Kohl’s posted a video on its YouTube channel featuring a backstage look into the filming of a Kohl’s TV commercial to promote the collaboration. Elie Tahari speaks about the collection and how its products are perfect for the Kohl’s female customer.

Elie Tahari for DesigNation – The Collection – Kohl’s

Kohl’s main goal through these efforts is to generate buzz, and the retailer has seen success in investing in video and social promotions.

Former achievements
For the back-to-school season, Kohl’s also leveraged mobile video in an attempt to reach a young audience and promote its new junior fashion line called S.o. R.a.d.

To accompany the fashion line, Kohl’s teamed with media company AwesomenessTV to launch a four season YouTube series featuring top teen influencers called Life’s S.o. R.a.d. The film series not only aims to provide a source of entertainment for the target audience but also showcases details of the line, drawing in Generation Zers and directing them in-store and online to check out the clothing items further (see story).

Kmart performed a similar action for back to school.

Retailer Kmart is promoting its back-to-school apparel and accessories collection with a YouTube video featuring a rap song performed by cafeteria staff that entices students eating lunch to join in and be excited for school.

As students are sporting Kmart fashion and tech accessories, such as headphones and hats, they become engaged to the song and begin to dance along on the cafeteria tables. The video attempts to relate to a young audience and cause them to lean toward the brand for back-to-school shopping (see story).

Video is attracting audiences now more than ever since consumers are more frequently watching via mobile.

“As part of our new Greatness Agenda, we are excited to introduce new product assortments that excite our current customers and inspire new audiences to take a fresh look at Kohl’s,” Mr. Mansell said in the statement.

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Commerce Daily, New York