Kohl’s Partners with AwesomenessTV on New Brand

Lifes so Rad front

Menomonee Falls, Wisconsin-based department store  Kohl’s and AwesomenessTV announced yesterday 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.2

“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.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.