Kohl’s is known for selling big brands like Nike and Levi’s. But to draw Millennials to stores, it needs to start offering niche brands with loyal Facebook and Instagram followings.
Kohl’s announced Tuesday that it will partner with Facebook. The social media company will help Kohl’s select clothing and homegoods’ brands to sell in some stores. Facebook, using what it knows about the interests of its users, will work with Kohl’s to identify trendy brands on Instagram and Facebook that have never before appeared in Kohl’s stores or on its website.
Facebook (FB) and its Instagram app are trying to become shopping hubs. Kohl’s sees an opportunity to glean insights from the social media company to add brands that got their start online. By using Facebook (FB) as a funnel for hip digital brands, Kohl’s hopes to create an experience that customers can’t replicate at rival stores.
Kohl’s is calling its new lineup the “Curated by Kohl’s” collection. Kohl’s collaboration with a team at Facebook will begin next year.
“Facebook has a wealth of data on consumers and consumer preferences,” said Michelle Grant, head of retailing at Euromonitor International. “It’s an interesting way to source merchandise.”