In 2013, Kohl’s wanted to launch a blog to determine its viability as a content platform. A principal creative on the teams that rapidly grew and launched Kohl’s social media presences, I was tasked with leading the effort for this trial run.
With a minimal proof-of-concept budget, my small team of writers scoured the company for stories and content. I forged relationships across organizational silos, getting other teams excited for the effort and bringing them on as collaborators. I interviewed internal thought leaders, world-class fashion designers like Peter Som, and Kohl’s customers – even covering the wedding of a couple who’d gotten engaged in one of our stores. But most importantly, I worked with our copywriters and designers to develop their pitches.
While early metrics were encouraging, the marketing landscape had largely shifted away from internal blogs. Kohl’s itself was moving toward a strategy involving high-profile brand relationships, high-tech mobile interaction, and highly coordinated personalization campaigns – innovative efforts I would be assigned to based on my work on the blog.
The piece below is one of my favorite pieces from this run, developed in collaboration with the Kohl’s Trend team.
You want to look your best for the holidays — not just look like the holidays.
When it comes to a modern-take on yuletide apparel, we got the scoop straight from Sofia Wacksman, our Vice President of Trend, and her team of experts.
Red and green will always be seasonal staples, but that doesn’t mean your holiday color palette has to be crimson and clover, over and over.
Add frosted shades to your seasonal repertoire for looks that are crisp, contemporary and full of winter wonder. Think lightly toned blues and rosy neutrals: colors that feel like the season’s been thawed to cozy perfection.
The Keys To Working With Wintery Pastels?
• Be picky. While these colors play together nicely, be careful about mixing too many tones. Sticking with one foolproof color – but adding a second (or smartly selected third) – can take an outfit to the next level.
• Make them pop with black or white. A favorite black skirt or a brilliant white sweater can make hushed colors in coordinating pieces stand out. (Plus, this little rule makes it easier to not overdo the color choices!)
• Get ready for spring! Tender pastels will make a strong return in a few months, so pieces for this season can find new life in the next.
December may be the darkest month of the year, but that’s all the more reason to embrace the shimmer of garland and snowflakes.
A glittery dress is always a favorite, especially when the occasion calls for glitz. Go with dark stockings for work parties and the like, but be bold with a colorful heel when out with friends. And believe it or not, you can make a sequined dress work any day … just pull the glamour back with a black blazer or a soft cardigan.
If it still feels like a bit much, keep in mind that any piece with even a little embellished twinkle can be a star. A sweater with metallic yarn is a bright idea for family parties or just to embrace the season’s spirit while shopping for gifts.
Of course, fab sweaters remain a holiday-style must. This year, sweaters are so popular that you have a sleigh-full of style options. Give any or all a warm embrace and your holiday wardrobe is set. (And speaking of giving, sweaters are the always-cozy gift for everyone from Sis to Grandma.)
Over at The Style File, we highlight some of our favorites. sparkly and embellished yarns, knit-in patterns and of course, classic pullovers and cardigans. You’ve been wearing sweaters all your life and have your personal styling rules set … so go deck the halls in confidence.