Kohl's (NYSE:KSS) continues to add new designers to its DesigNation collection every season, and the promotions for new designs by Elie Tahari have a particularly mobile bent to them.
The chain is pushing out a multichannel campaign for the new items with a heavy social media element, particularly focusing on mobile video on platforms like Facebook, Twitter, Instagram, Pinterest, Google+ and YouTube. Kohl's is also teaming up with bloggers to create an ambassador program and Twitter chat about the new designs, as well as a YouTube video series.
The main objective is simply to generate buzz for the new collection, and mobile video isn't a bad way to do that. The Global Video Index for the first quarter of 2014 found that 21 percent of all online videos were played on mobile devices, a 532 percent increase since 2012, and a July report from the Mobile Marketing Association found that mobile video ads are more successful at grabbing attention than television.
Kohl's leveraged mobile video for the back-to-school season as well, hoping to reach a younger demographic for its S.o. R.a.d. fashion line. The retailer partnered with AwesomenessTV for a four season YouTube series that aimed to entertain while also showcasing the clothing.
Kohl's launched DesigNation in fall 2012 by announcing a partnership with Narciso Rodriguez. Derek Lam followed in spring 2013, along with Catherine Malandrino in fall 2013 and Peter Som in spring 2014. Michelle Smith joined the roster most recently with a line announced for spring 2015.
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