It’s quite telling that one of the biggest fashion lines for tweens announced this month will be marketed through a network of YouTube channels.
US department store chain Kohl’s is teaming up with AwesomenessTV to launch a new fashion line and web series. The retailer’s goal is to reach tweens and teens who are increasingly going online first for their entertainment.
The new S.o. R.a.d fashion line will be featured in Life’s S.o. R.a.d., an original four-season YouTube series from AwesomenessTV. The first S.o. R.a.d. apparel line (US$30 to US$48) will launch at Kohl’s and Kohls.com on September 22, featuring dresses, skirts, knits and leggings for junior girls.
The Life’s S.o. R.a.d. multi-part series will debut on September 19, starring AwesomenessTV stars Amanda Steele and Lia Marie Johnson. The web episodes will aim to connect with viewers via social media, using #sorad on Twitter and Instagram. Each of the series’ seasons will feature a different pair of teen influencers and new storylines.
Set to launch on the AwesomenessTV YouTube channel, which has more than 1.7 million subscribers and 400 million views, the new series will be promoted across Awesomeness’s multi-channel network, which has in excess of 52 million subscribers and five billion views. In addition, the campaign will be supported by videos from Steele and Johnson via their own YouTube channels.
Through the deal, Kohl is expanding its marketing strategy, targeting tweens at a more direct source. The retailer taps into AwesomessTV’s expansive network of viewers. Meanwhile AwesomenessTV, which was bought up by DreamWorks last year for US$33 million, is taking its first steps into licensing and merchandising.