Kohl's will partner with Dreamworks Animation unit AwesomenessTV in the launch of its new "S.o. R.a.d." junior fashion line, which will debut in tandem with "Life's S.o. R.a.d.," a four-season YouTube series undertaken by AwesomenessTV.
Starting Sept. 22, the first of seven S.o. R.a.d. capsules will be available online and in-store at Kohl's. Products in the first capsule will be priced between $30 and $48.
"We are thrilled to partner with a cutting-edge company like AwesomenessTV and leverage the power of their new frontier of YouTube influencers to bring amazing product to our junior's shoppers," said Will Setliff, executive VP of marketing at Kohl's. "We recognize the growing value of digital content creation and social media consumption, and are confident this new platform will create genuine, organic conversation among our teen demographic."
The Life's S.o. R.a.d. series, which was originally scripted by AwesomenessTV, will debut on Sept. 19. The episodes will engage viewers in a social conversation using #sorad on Twitter and Instagram. AwesomenessTV has more than 1.7 million subscribers on YouTube and more than 400 million views.
"We understand that our teen audience wants to engage with both content and influencers. That's why the S.o. R.a.d. campaign operates on so many levels," said Brian Robbins, founder and CEO of AwesomenessTV. "We developed the brand first, found the perfect partner to execute in Kohl's, and then created an original series that positions Kohl's as a style destination in a cool way."
Kohl's joins the ranks of other retailers using an omnichannel approach to reach out to teens with digital and social media platforms. Sears (NASDAQ:SHLD) recently partnered with Hearst Brand Development to launch the Seventeen collection, and Nordstrom (NYSE:JWN) added video display screens showcasing merchandise on social shopping site Wanelo to its stores.
-See this Kohl's press release
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