Kohl's (NYSE:KSS) has partnered with fashion designer Peter Som to launch a spring capsule collection. To introduce the line, the retailer developed its first shoppable Google+ Hangout.
The video chat featuring Peter Som and several fashion bloggers was hosted a week before the collection hit stores. As Som talked through his inspiration for the clothing, audiences were able to view pieces within the video during the conversation and click through to purchase them online. During the live online chat, Kohl's answered questions from its Twitter stream and participants in the chat were also able to visit kohls.com to shop a pre-sale event.
The Google+ Hangout is one of several digital initiatives Kohl's has planned to celebrate the Peter Som for DesigNation collection. There is an integrated advertising and marketing campaign that spans print, broadcast and digital media. The company has also launched a sweepstakes offering shoppers who enter a chance to win a trip to St. Barth's.
The Peter Som for DesigNation collection is inspired by St. Barth's and features dresses, jumpsuits and pants priced between $38 and $88. Som is the fourth designer for Kohl's DesigNation, which launched in fall 2012 with Narciso Rodriguez, followed by Derek Lam in spring 2013 and Catherine Malandrino in fall 2013. The new limited-edition, limited-time collection is Som's first collaboration with Kohl's. This fall, Kohl's fifth DesigNation collection will feature Elie Tahari.
Social shopping is growing fast as shoppers increasingly draw inspiration from their online networks about what to buy. Sephora last month launched its own social network, Beauty Board, which allows users to upload photos of their own makeup or hairstyle, add a caption and tag the beauty products used so other viewers can shop the exact products used to create the look. Beauty Board lives on sephora.com for desktop and in the already-existing Sephora app for mobile.
Target (NYSE: TGT) also has experimented with social shopping. In March, the retailer took over an episode of "Cougar Town," placing dozens of products in the show and enabling shoppers to click-and-buy items directly from a synced version playing on a second screen.
Kohl's slammed with lawsuits for collecting zip codes at checkout
UPS, FedEx still scrambling to deliver holiday packages
Kohl's, J.C. Penney are Google's most-searched retailers of the year
Kohl's reports lower Q3 earnings, weak same-store sales
The Kohl's and Staples mobile back-to-school campaign is a bit lopsided