US department store Kohl's is using its influence to highlight emerging fashion and lifestyle brands, with the launch of a new concept called "Curated by Kohl's."
The retailer has announced plans to stock a new selection of products from emerging brands online and in more than 50 of its stores from October this year, and the initiative will see the company add new products on an ongoing basis. From 2020, Kohl's will join forces with Facebook to include brands "that have built a strong online community" via the social media platform in its selections.
Curated by Kohl's will showcase products across the categories of fashion, accessories, and homewares, with the first selection spotlighting the lingerie brand "Adore Me," the plus size label "East Adeline by Dia&Co" and the bracelet brand "Luca + Danni." Crafts label "Kid Made Modern" and stationery brand "Lovepop" will also feature in the lineup. A second collection, selected in partnership with Facebook, will be unveiled in the spring of 2020.
"We're incredibly excited to launch Curated by Kohl's as a way to surprise and delight Kohl's customers with a continuous stream of new, relevant merchandise, and as an avenue to bring new customers to Kohl's," said Doug Howe, Kohl's chief merchandising officer, in a statement.
"We're excited to collaborate with Kohl's in a new way to identify and connect with emerging brands that have fostered a community and grown a business on our platform," added Doug Frisbie, Director of North America Marketing, Facebook.
This is not Facebook's first big fashion project: the social media giant teamed up with Dior earlier this year to unveil a new Instagram filter marking its Fall/Winter 2019 ready-to-wear show in Paris. Meanwhile, February saw the toy company Lego and the social media platform Snapchat partner up on an empty London fashion store dubbed the "Lego Wear Virtual Boutique," which allowed shoppers to browse its theoretical shelves by scanning a "snapcode" (a QR code designed for Snapchat) and purchase a limited-edition Lego Wear fashion line.