All dressed up with nowhere to go

Shoppers are buying less clothing to wear out, opting instead for athleisure outfits to be worn at home.

Department store brand Kohl’s is responding to these new consumer preferences with an updated digital shopping experience.

Kohl’s is remodeling its virtual closet on Snapchat. Using augmented reality, Snapchat users can go shopping at Kohl’s via the app.

Mobile site visitors account for the majority of digital sales traffic for Kohl’s, according to a Gartner report, so creating a digital shopping alternative could help the department store lean into its virtual consumer base.

Kohl’s released the virtual showroom in early 2020, but quickly pivoted the inventory from spring and summer clothing to working-from-home athleisure to meet the needs of shoppers under lockdown.

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