US’ Kohl’s unveils new store experience for Back-to-School season

Pic: Kohls

US’ Kohl’s has unveiled Discover @ Kohl’s, a new store experience that curates new and seasonally relevant brands throughout the store for the Back-to-School season. The store has a designated back-to school area, which highlights brands that not just offer unique products and supplies for the schoolyear but also include a giving purpose.

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Discover @ Kohl’s is a new feature that curates dozens of emerging, established, and diverse-owned brands that are new to Kohl’s, into different seasonal areas throughout the store in 600 locations, and highlighted online on the Kohl’s website. From July through October 2022, Discover @ Kohl’s areas will include Back to School, Get Outside, Fall Family Fun, and For Women By Women, a collection of female-founded activewear. Discover @ Kohl’s areas will be positioned throughout the store, and will also maintain a consistent presence by Kohl’s Amazon Returns, which will feature a rotating assortment of gifts that give back, the company said in a press release.

For Kohl’s back to school customers, the Back-to-School discovery area will feature brands, products and school supplies by brands like Ivory Ella, Yoobi and Teleties.

US’ Kohl’s unveils Discover @ Kohl’s, a new store experience that highlights seasonal brands in the store. The store has a designated back-to school area, which highlights brands that not just offer unique products and supplies for the schoolyear but also include a giving purpose.

Ivory Ella is known for its comfortable and warm sweatshirts, tees, and other apparel. It also donates 10% of its net profits to organizations like Save the Elephants. Yoobi, a brand that sells unique and colourful school supplies, donates one school supply item per sale to a child in America in need. Teleties, a company that invented innovative hair ties that double up as stackable bracelets and donated a portion of its profits to Force, which is a non-profit organization that helps those with hereditary diseases.

Kohl’s wants to make sure every child feels reflected and included when shopping for back to school. Since 2019, Kohl’s has been a leader in providing adaptive apparel for kids that offer thoughtfully designed features like abdominal access and sensory-friendly and wheelchair-friendly options. This year’s adaptive kids collection continues to grow with new styles that kids with disabilities can wear and feel stylish, on trend, and confident as they head into a new school year.

Kohl’s is also launching a new partnership with Billy Footwear. Billy Footwear makes mainstream shoes that are fashionable, functional, and accessible for all. The uppers of each shoe can be opened and folded over completely thanks to zippers that run along the sides and around the toe. The foot can be placed unimpeded in the shoe’s footbed and a zipper-pull secures it.

Plus, this Back-to-School season, Kohl’s is offering new styles of gender-neutral kids apparel through its private label brands, Jumping Beans, Sonoma Goods for Life, and Tek Gear, and continues to introduce new gender-neutral styles through Little Co. by Lauren Conrad – a brand that has woven gender neutrality into its brand DNA. The collection offers a variety of apparel that allows kids to express their style without having to worry about being labeled.

“The Back-to-School period is always an exciting time for our customers, and our company. This year, we know that value is more important than ever, and Kohl’s is prepared to be the go-to back to school destination with our unique mix of national and private brands that offer style-forward options at every price, as well as our industry-leading value differentiators like Kohl’s Cash and Kohl’s Rewards. We’re also especially excited to offer our customers an enhanced shopping experience full of new brand discovery that will leave our customers feeling inspired and like they found something truly unique at Kohl’s,” Christie Raymond, Kohl’s interim chief marketing officer, said.

“We couldn’t be more excited to introduce customers to Discover @ Kohl’s this Back-to-School season. The experience is not only designed to inspire, intrigue and bring a new sense of exploration to Kohl’s, but it also contributes to our overarching efforts to modernise, transform and elevate our store and online experience for our customers. Discover @ Kohl’s has also given us the opportunity to partner with truly unique and emerging brands that are hard to find anywhere else, and brands customers will feel good about purchasing from. In fact, Discover @ Kohl’s has paved the way for us to introduce over 30 new diverse and women-owned brands just this year,” Ron Murray, Kohl’s interim chief merchandising officer, said.

Fibre2Fashion News Desk, GK

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