The pandemic has shifted consumer priority in so many ways, creating new windows of opportunity for brands to open wide and take advantage of. Just over a month ago, we told you aboutย five brands that have moved fast into leading the athleisure space.ย
Kohlโs was one of them โ perhaps a bit less predictable than the other four on the list โ but their new FLX private label is already available in select stores and will be online at kohls.com in March 2021.
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Style. Performance. Comfort. Introducing FLX, an exclusive athleisure brand for men and women. Coming soon to stores and https://t.co/EhtmGfroFR. https://t.co/IfoKYH5Q0K pic.twitter.com/zeC07rKS3f
โ Kohlโs (@Kohls) October 20, 2020
Along with the athleisure trend in todayโs global fashion movement, it is evident that consumers continue to seek ways to look and feel good while still mostly at home โ and Kohlโs has announced another initiative to answer to customersโ wants and needs.ย
Kohlโsย reportedย that it will be investing more into its beauty space โ bringing in new brands of makeup, perfumes, nail products, and more.ย
In fact, according toย a recent article by CNBC, Kohlโs says it plans to triple its sales in beauty at least. To do so, the brand will launch a wide range of personal care products and bring in a greater assortment of cosmetics to its shop called The Wellness Market.ย
CEO Michelleย Gassย said Kohlโs is โhighly committed to the beauty category, which is a very large and attractive market.โย
โOur customers want beauty, and given the disruption in the marketplace, we have a real opportunity to introduce new elevated brands to our customers,โ she said, adding that they are โin talks with a number of smaller, indie beauty brands.โย
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Kohlโs also just announced that the prestige beauty brand, Sephora, will also be making its way to the department store โย opening mini-shops in 850 Kohlโs stores by 2023.ย
โWe announced one of the most significant new initiatives inย Kohlโsย historyโa long-term strategic partnership withย SEPHORA, the largest specialty beauty retailer in the world. I couldnโt be more excited about how we will bring an elevated and transformational beauty experience to millions of customers across the countryโby combining Kohlโs expansive reach with Sephoraโs unparalleled beauty expertise, prestige product selection, and renowned service,โ CEOย Gassย wrote in a LinkedIn post.ย
The Numbers โ Data Proves Where Kohlโs Wants to Beย
ย Back in March, at the start of the coronavirus outbreak, most industries were battling to retain existing customers.ย Optimove research suggestedย that skincare and cosmetics brands have witnessed new customers with a 70% surge in acquisition.ย Aย more recent study from Salesforceโs quarterly shopping index states that online sales in makeup and beauty products have increased by 54% in Q3.ย ย
Whatโs interesting here is thatย a Media Post articleย saysย thatย brands should practice what PostFunnel preaches: โ66% of survey participants are more likely to buy from brands that use technology that recommends new or relevant products that are similar to what the consumerโs shopping to find.โ Therefore, customersย donโtย only love personalization but are also expecting it.ย
In another survey by the retail analytics firm, First Insight, conducted on November 11th, out of 1097 consumers who participated, 22% said that this holiday season they plan on buying more beauty products compared to last year.ย
To further gear up for the holiday season and prepare for its consumers who are ready to shop, Kohlโs willย expand its toy departments that feature the toys in greatest demand.ย
In general, it seems like Kohlโs is right on trend in many waysย โ and thatย itโsย making sure to let customers know, โOne special holiday season is comingโฆโ this year. Will your brand be ready?
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