Kohl's has no department stores in Manhattan — the closest is across the Hudson River in Jersey City — but the retailer sees value in strutting its stuff in the Big Apple for the holiday shopping season.
For the fourth year running, Kohl's will open a holiday pop-up shop in New York City, with this one aiming to build awareness of some of the merchant's new lines.
Occupying space at 632 Broadway, near Bleecker Street, the store will be open Nov. 7-10. Shoppers will be able to sip "mocktails" in the Outfit Bar space and step into "interactive holiday windows" showing off such new product launches as the Elizabeth and James line and the JW Jason Wu limited edition women's apparel collection, as well as existing brands like Scott Living and Simply Vera Vera Wang.
While Manhattan may not host any Kohl's stores, it's fertile ground for social media influencers who have become key components of retailers' marketing efforts. Events such as the coming pop-up are a way to show Kohl's items to influencers, Chief Marketing Officer Greg Revelle said in a statement.
"Engaging experiences like this provide a great backdrop for capturing and sharing social media-friendly content and to showcase our portfolio of new and existing brands," Revelle said.
Contact Rick Romell at (414) 224-2130 or rick.romell@jrn.com. Follow him on Twitter at @RickRomell.
This article originally appeared on Milwaukee Journal Sentinel: Kohl's will seek social media buzz for holiday shopping season at Manhattan pop-up shop
