Perhaps today the famous aphorism would sounded as follows: A man is known by the data he keeps. We know the examples when social nets use data to help users select interesting posts, or search for friends. Big brands and companies are also obsessed with collecting data, understanding it, and then using in marketing strategies. Data become even more interesting for companies, which are providing services for customers, according to their tastes. For those brands and companies that have started to work in the digital age, data is a part of their DNA. But for older, it is a real challenge. One of these is he department store Kohl’s, which recently launched the private-label brand – K/Lab.

 

What’s Special About It

If you visit the home page of the K / Lab, at first glance, it shall have no different from any other clothing retailer website. However, the difference is still there: the featured fashions are there because of data. For example, a few days ago there were a velvet shift dress and a sheer long sleeve midi dress printed with stars on the opening page (both on sale). Data told the store that velvet and stars are in demand right now.

K/Lab, which launched last week on kohls.com and in 21 Kohl’s stores nationwide, is a blessing for the retailer as it can attract millennial shoppers. After all, this category of customers is interested not only in the affordability, quality, reliability, but also in the rapidity of purchase. K/Lab may provide them this function because all of K/Lab’s designs, fabric patterns and materials are driven by social data. Here, in the picture, for example, is one of the items in the collection. A jumpsuit made from velvet called the «Feel Me Jumpsuit», a brightly patterned bomber jacket called the «Boy Bomber» would appeal to a younger demographic, according to data.

 

How It Works

At the moment, in K/Lab a data scientist works with the data. He can be considered the most important members of the three-person team. Their job is to scan social platforms, follow bloggers and see what’s popular among their followers, and analyze customer behavior. Once all necessary information is collected, they assemble it and redirect to style curator, who brings the idea of the future product to finish. In the end, the retailer outsources the actual designing and production of the clothes — in whole, it makes for a 13-week turnaround period. Items replace each other every week, and each is priced between $28 and $78. «It’s unique that we start with data first, – said Arthur Lewis, evp of product development for Kohl’s New York Design Office,- «many [retailers] start with a concept first, then gather data. We allow the data to lead us to the concept».

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Led By Youth

Using data gathered from social media platforms to create relatively cheap fast-fashion items is now in the trend. And Kohl’s does everything right in order to be competitive and contend with such popular department stores and online platforms as H&M and Forever 21. This opinion is shared by Marshal Cohen, the chief industry analyst of retail at research firm NPD: «They’re looking to wear it and get rid of it when the trend is done. They’re not looking for an investment, they’re looking to build a wardrobe». Studying millennial and data, you can predict fashion, control it, and thus be ahead and win. Erwin Penland’s chief planning officer Jessica Navas believe that «they[millennials] can test designs in market and identify winners in real time, which can then be incorporated into their other, more established line».

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