Kohl's to launch data-driven millennial apparel line with Popsugar

By

Cassidy Mantor

Published
May 21, 2018

This fall, Kohl's will launch Popsugar at Kohl's, a new line for millennials offering apparel designed and developed based on consumer data insights, trends, media and agile merchandising.

Popsugar at Kohl's will include mix and match separates including tops, bottoms, skirts and dresses. The line will offer year-round basics and essentials as well as seasonal pieces.

"Kohl's is expanding our brand portfolio by thinking about the millennial customer differently. We have partnered with Popsugar to create an innovative, data-driven apparel collection leveraging our 'speed to market' model,” said Michael Gilbert, Kohl’s executive vice president of product development in a statement.

Gilbert went on to explain thar Kohl's will receive data and insights based on what millennials are searching for, browsing and engaging with across all of Popsugar's channels, data which will drive the design process. According to Gilbert, Kohl's will use personalized marketing and targeted product creation to "connect with millennials in a credible, authentic and meaningful way.”

Other brands Kohl's carries that target millennials include LC Lauren Conrad, Circus by Sam Edelman, Nike, Converse, Levi's and Adidas.

"We've always wanted to extend the Popsugar brand into apparel, and we're thrilled to be working with Kohl's to combine audience data, technology and storytelling to create a collection that marries content and commerce," stated Lisa Sugar, founder and president of Popsugar.

Popsugar has a monthly global audience of 400 million and reaches 1 in 3 millennial women. Its multi-platform lifestyle content focuses on entertainment, fashion, beauty, fitness, food, parenting and news.

Popsugar at Kohl's is slated to launch in 500 Kohl's stores and online in September 2018. The line will be offered in inclusive sizing from 0 to 24. All pieces are priced under $85.