Kohl’s - k / lab

Insight: Millennial customers are looking for fun, young fashion and they love finding it in unexpected spots.

Idea: Make it clear that these fashions are featured for only a week—that makes them more appealing. And these looks are located in an unexpected place. Kohl’s.

Execution: The success of this program was measured in how quickly the clothes got to market: a four-week turn vs. several months. The creative had to be turned around even more quickly. Received amazing buzz, especially on social media.