Kohl’s continues to chase millennials with new PopSugar push | Advertising

Kohl’s is sweetening its millennial offerings with a new collection from PopSugar, the women’s lifestyle site. To promote the trendy line, which uses PopSugar social media analysis to predict popular fashions, Kohl’s is releasing a new marketing campaign called “Everything is better with a pop of sugar.” A 30-second broadcast spot, created by Minneapolis-based Peterson Milla Hooks, lays into florals, stripes, hearts and cherries.

“One of our opportunities is in the millennial segment,” says Greg Revelle, chief marketing officer at Kohl’s, noting that the chain has seen success with its Lauren Conrad line, which is also aimed at younger customers. “It’s the fastest growing market in general in retail.” The PopSugar line ranges in price from $24 to $84 and sells in sizes up to 24. Debuting Thursday, it will be available online and in 500 of Kohl’s 1,100-store fleet.

Revelle notes that PopSugar, which says it reaches one of every two millennial women in the U.S. with its content, identifies emerging styles early on via social media and uses those insights to create apparel. “They’re able to spot trends more accurately and sooner,” he says. In addition to the broadcast spot, Kohl’s will run shorter videos online and also use Twitter’s promoted trend spotlight under the hashtag #PopSugaratKohls.

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