Kohl's targets millennials with Madden Girl

Kohl’s is giving its millennial customers some exciting new cold weather merchandise to think about as the fall season gets well under way.

The retailer is debuting the Madden Girl collection, featuring fashion, cold weather boots, accessories and outerwear. The collection will be available Oct. 15 in Kohl’s stores and on Kohls.com. The assortment will include the brand’s cold weather boots as well as exclusive designs for the fall season.

"Kohl's is thrilled to be launching this highly relevant, fashion-forward lifestyle brand,” says Michelle Gass, Kohl’s chief merchandising and customer officer. “It will strengthen our ability to speak to millennial audiences with a product mixture of boots, outerwear and accessories and help to position Kohl’s as a destination for on-trend clothing and accessories."

The line’s boots, ranging from $59.99 to $99.99, includes fringed wedge, duck, puffer and combat styles in the season’s pallet of neutral colors and plaids. Stylish cold weather accessories, priced from $26 to $78, include knit scarves, floppy and fedora hats, earmuffs and printed ruanas. With all outerwear under $120, customers will be able to find parkas, military and fleece jackets, puffers and faux-fur vests to match every occasion and style personality.

The launch of Madden Girl at Kohl’s will also be supported by an omnichannel marketing campaign that includes comprehensive print, broadcast and digital advertising.

Kohl’s is kicking off a comprehensive social media campaign for Madden Girl, with a curated Winter Lookbook featuring personalized, styled looks by top influencers and social media stars. Throughout the campaign, based at Kohls.com/MaddenGirl, popular YouTubers will show their Madden Girl style by incorporating key pieces from the collection into their web series.

Last month the department store held its first-ever runway show at New York Fashion Week, hoping to inject excitement and interest into its private clothing brands. The company has also debuted designer collections this year from Lauren Conrad, Thakoon and others.

But Kohl’s has been reporting sluggish sales of late. In the recently reported second quarter fiscal 2015, Kohl’s delivered worse-than-expected earnings and revenues and a same store sales increase of 0.1%.

Kohl’s operates 1,166 stores in 49 states.