Kohl’s
Department Stores (NYSE: KSS) and AwesomenessTV
today announced a partnership to launch S.o. R.a.d., a seven capsule
limited-edition junior’s fashion line and Life’s
S.o. R.a.d., an original four season YouTube series
featuring top teen influencers. The first S.o. R.a.d. junior’s capsule
will launch at Kohl’s and Kohls.com on September 22, 2014.
"We partnered with Kohl's because we shared a vision for revolutionizing
the typical approach to consumer products," said James D. Fielding,
Global Head of Consumer Products and Retail at AwesomenessTV. "Kohl's is
also where our audience shops, making them the perfect fit for the S.o.
R.a.d. brand."
“We are thrilled to partner with a cutting-edge company like
AwesomenessTV and leverage the power of their new frontier of YouTube
influencers to bring amazing product to our junior’s shoppers,” said
Will Setliff, Executive Vice President of Marketing at Kohl’s. “We
recognize the growing value of digital content creation and social media
consumption, and are confident this new platform will create genuine,
organic conversation among our teen demographic.”
The first S.o. R.a.d. capsule will be priced from $30 - $48 and will
feature dresses, sweaters, skirts, knits and leggings for the junior’s
girl, drawing influence from urban edge, Tokyo pop and pretty princess
style.
"We are excited to be a first mover with AwesomenessTV into this new
entertainment channel and give our junior’s shoppers the opportunity to
wear on-trend looks inspired by the YouTube generation," said Amy
Kocourek, Executive Vice President and GMM of Juniors and Kids at
Kohl's. "Filled with uniquely styled and fashion-forward pieces, our
S.o. R.a.d. brand fits the way real girls dress and allows them to
express their own individual style."
Life’s S.o. R.a.d., the multi-part original scripted
AwesomenessTV series, will debut on September 19, starring Amanda
Steele and Lia
Marie Johnson in an imaginative depiction of their involvement in
the S.o. R.a.d. brand’s creation. Each episode will engage viewers in an
authentic social conversation using #sorad on Twitter and Instagram to
drive excitement about the new fashion line. Each of the series’ seasons
will feature a different pair of influencers and completely unique
storylines.
The series will live on the AwesomenessTV YouTube channel, which has
over 1.7 million subscribers and over 400 million views, and be promoted
across the AwesomenessTV multi-channel network, which has over 52
million subscribers and over 5 billion views. The campaign will also be
supported by videos by Amanda and Lia Marie, which will live on their
own YouTube channels.
“We understand that our teen audience wants to engage with both content
and influencers, that's why the S.o. R.a.d. campaign operates on so many
levels,” said Brian Robbins, Founder and CEO at AwesomenessTV. “We
developed the brand first, found the perfect partner to execute in
Kohl’s and then created an original series that positions Kohl’s as a
style destination in a cool way.”
The launch of the S.o. R.a.d. junior’s collection is supported by Kohl’s
and AwesomenessTV with an integrated advertising and marketing campaign
that spans print and digital media. Kohl’s is showcasing the collection
with content across all social channels, including Facebook, Twitter,
Instagram, Pinterest, Google+ and YouTube. Kohl’s will also have
interactive graphics linking to the episodes in most stores.
About AwesomenessTV
AwesomenessTV, a next generation multi-platform media company serving
the global teen audience and one of the most subscribed to teen
destinations on YouTube, is a wholly owned subsidiary of DreamWorks
Animation (Nasdaq: DWA). Included under the AwesomenessTV banner are
AwesomenessTV, a channel featuring scripted and reality series including IMO,
Make Me Over, Austin Mahone Takeover, Cheerleaders, The Jenn and Andrea
Show!, Side Effects and Runaways; the ATV Network, a
community based MCN focused on discovering and supporting the next
generation of YouTube stars, Awesomeness Music, Big Frame and
DreamWorksTV. Beyond the YouTube platform, AwesomenessTV produced and
distributed the feature film Mindless Behavior: All Around the World
as well as the AwesomenessTV series and Terry the Tomboy
movie on Nickelodeon. AwesomenessTV is headed by Brian Robbins (Smallville,
Varsity Blues, All That) and Joe Davola (In Living Color,
Smallville, MTV Networks).
About Kohl’s
Kohl’s (NYSE: KSS) is a leading specialty department store with 1,160
stores in 49 states. With a commitment to inspiring and empowering
families to lead fulfilled lives, the company offers amazing national
and exclusive brands, incredible savings and inspiring shopping
experiences in-store, online at Kohls.com and via mobile devices.
Committed to our communities, Kohl’s has raised more than $257 million
for children’s initiatives nationwide through its Kohl’s Cares® cause
merchandise program, which operates under Kohl's Cares, LLC, a
wholly-owned subsidiary of Kohl's Department Stores, Inc. For additional
information about Kohl’s philanthropic and environmental initiatives,
visit www.Kohls.com/Cares.
For a list of store locations and information, or for the added
convenience of shopping online, visit www.Kohls.com.
Connect with Kohl’s:
Facebook (http://www.facebook.com/Kohls)
Twitter (http://twitter.com/Kohls)
Google+ (http://plus.google.com/+Kohls)
Pinterest (http://pinterest.com/Kohls)
Instagram (http://instagram.com/Kohls)
Cautionary Statement Regarding Forward-Looking Information
This press release contains “forward-looking statements” within the
meaning of the Private Securities Litigation Reform Act of 1995. Kohl's
intends forward-looking terminology such as “believes,” “expects,”
“may,” “will,” “should,” “anticipates,” “plans,” or similar expressions
to identify forward-looking statements. Such statements are subject to
certain risks and uncertainties, which could cause Kohl's actual results
to differ materially from those anticipated by the forward-looking
statements. These risks and uncertainties include, but are not limited
to those described in Item 1A in Kohl’s Annual Report on Form 10-K,
which is expressly incorporated herein by reference, and other factors
as may periodically be described in Kohl's filings with the SEC.
Copyright Business Wire 2014