Kohl's Relying On Social Media To Promote New Lines
By Megan Zielinski, contributing writer
Kohl’s is introducing a new line of chic, NYC inspired women’s fashion to their DesigNation collection through their unique collaboration with Elie Tahari—a style icon, bringing in a wide variety of modern, classy pieces to complete a new fall wardrobe at affordable prices.
“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,” said Kevin Mansell, Kohl’s CEO, president & chairman.
With edgy details, bold designs, and soft textures available in blues, black, and grays, Elie Tahari attire is appropriate for a night out or a day in the office. Customers will find comfort and confidence in New York City sophistication. The selection includes sweaters, dresses, light tops, leggings, and loose pants in form-flattering styles—all in the price range of $40-$175. “Our focus was on bringing the best quality product to customers, fashion-wise, fit-wise and price-wise and I am so proud of the results,” says Elie Tahari.
The leading retailer hopes to connect more with millennial shoppers by leveraging the new brand through social media channels. Customers are invited to view Kohl’s social sites, including Twitter, Facebook, Google Plus, Instagram, Pinterest, and YouTube—highlighting exclusive content on the urban collection. Kohl’s has incorporated engaging blogs and social inspirations to give customers a peak at what Elie Tahari offers, along with YouTube videos of New York City customers enjoying their Elie Tahari apparel and a video featuring the designer himself. Customers have access to insider news and behind-the-scenes action and the opportunity to chat live at #EliTahariForKohls—the twitter page also includes sightings of celebrities wearing Elie Tahari from Kohl’s and gift card giveaways.
The addition of Elie Tahari marks the brand as the fifth to be included to Kohl’s DesigNation collection—beginning in 2012, Kohl’s introduced limited-edition, limited-time selections from brands such as Narcisco Rodriguez, Derek Lam, Catherine Malandrino, and Peter Som. Kohl’s chief merchandising officer, Don Brennan stated that DesigNation is “giving our consumers even more access to world-class designer fashions at a price point they can afford.”