Dive Brief:

• Kohl’s live-streamed a runway show from designer Lauren Conrad last week via Periscope during New York Fashion Week. 
• The retailer made styles appearing in the show available for purchase online immediately after the show, offering a clickable video featured styles. 
• The promotion teased the shopping event with exclusive behind-the-scenes footage from the runway show. 

Dive Insight:

Shoppers were able to shop runway styles almost instantly last week after a New York Fashion Week show from designer Lauren Conrad, a longtime Kohl’s partner. Using Periscope, Kohl’s shoppers were able to click on images to locate individual pieces, mix and match items, and ultimately buy their selections on Kohl’s e-commerce platform.

The show was a breakthrough for Kohl’s, which has been enhancing its omnichannel capabilities as part of a “Greatness Agenda” set forth by CEO Kevin Mansell. The retailer has so far introduced in-store pickup of online orders and social media strategies as part of the comeback plan.

Kohl’s leveraged the designer’s strong social media presence and featured backstage footage to build excitement for the shopping event. Upscale apparel has become a hotly contested market recently, with big e-commerce players such as Amazon entering the space looking for growth.