Kohl’s leans on creators to kickstart sales reset

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• New payouts and perks: what Kohl’s is offering creators
• From one-off posts to full marketing integration
• Meet the Trend Style Council and their role in marketing
• Creator-driven activations and real-world events
• Creator profiles and measurable wins
• Why Kohl’s is ramping up creators during a sales dip
• How Kohl’s measures impact and sets goals
• Retail peers and a broader creator trend
• What’s next for Kohl’s creator playbook

Kohl’s is betting big on social creators to reshape its image and revive sales. The department store is expanding a creator network, paying commissions, and placing influencers at the center of marketing to win younger shoppers and prompt purchases.

New payouts and perks: what Kohl’s is offering creators

Kohl’s has moved from occasional sponsorships to a more formal creator program. The retailer now works with roughly 1,500 nano-creators—those with at least 1,000 followers—and a larger set of macro partners.

• Creators receive free product samples and early access to promotions.
• Kohl’s now offers commission-based earnings on every sale tied to creators.
• Invites to exclusive events and chances to appear in branded marketing.
• Dedicated creator storefronts on Kohl’s platforms for select partners.

The shift reflects a strategy to reward creators beyond one-off posts and to align incentives with measurable revenue.

From one-off posts to full marketing integration

Kohl’s chief marketing team is integrating influencers across channels. Rather than sporadic sponsorships, creators now appear in social series, live events and site content.

• Social series like “Fit Check” showcase styling tips and product pairings.
• Creators are flown to premieres and brand activations to generate social buzz.
• Panels and curated events position influencers as style authorities.

Christie Raymond, Kohl’s CMO, says creators influence purchase decisions and shape how shoppers view the brand. The company views creators as essential touch points across the customer journey.

Meet the Trend Style Council and their role in marketing

In 2026 Kohl’s formalized a Trend Style Council of four influencers to act as on-brand style voices. The council builds trend-driven content tied to Kohl’s private labels.

• Allison Bornstein — wardrobe consultant; ~280,000 Instagram followers.
• Kristina Zias — fashion contributor on daytime TV; ~347,000 Instagram followers.
• Lilly Sisto — stylist and brand consultant; ~136,000 Instagram followers.
• Samantha Dawn — personal stylist and coach; ~19,600 Instagram followers.

The council creates looks using Kohl’s brands like FLX, LC Lauren Conrad and Tek Gear. Members also serve as event ambassadors and feature in site and social posts.

Kohl’s tested the concept last year with one stylist. Strong engagement there prompted the company to expand the council this year.

Creator-driven activations and real-world events

Kohl’s is mixing online and IRL marketing to amplify creator content. Recent activations included pop-ups, red carpet appearances and campus events.

• Beauty pop-ups in partnership with Sephora at college campuses.
• Creators produced #RushTok videos to promote campus pop-ups.
• Influencers attended the premiere of a reality-series reunion to spotlight Kohl’s collaborations.

These efforts drove social reach and engagement. Kohl’s says some campaigns generated millions of impressions and beat engagement benchmarks.

Creator profiles and measurable wins

Kohl’s taps creators who match specific customer segments. Some focus on family lifestyles. Others center on travel, beauty or fashion.

Selection aims to match audience fit and brand values. Different partnerships pursue different targets.

1. Broad reach: campaigns that build brand awareness.
2. Direct response: affiliate links and commission deals to drive sales for events.
3. Community: creators who amplify brand affinity among core shoppers.

One notable creator, a fashion influencer with about one million followers, posted about a premiere and earned thousands of likes, showing organic resonance with Kohl’s audience.

Why Kohl’s is ramping up creators during a sales dip

The company is increasing creator investment while navigating softer sales. In its 2025 fiscal quarter, Kohl’s saw net sales fall and comparable sales decline.

Leadership framed 2026 as a year to shore up operations and modernize. Kohl’s expects fiscal-year sales to be flat or decline slightly.

The creator push is positioned as a growth lever to bring new customers and refresh Kohl’s image as a style destination.

How Kohl’s measures impact and sets goals

Measurement varies by partnership. Kohl’s links objectives to campaign types and tracks outcomes accordingly.

• Awareness efforts use impressions and engagement metrics.
• Affiliate and commerce partnerships track sales and conversion rates.
• Event activations focus on on-site traffic and earned media value.

The company evaluates creators on audience fit, content quality and alignment with Kohl’s values.

Retail peers and a broader creator trend

Kohl’s is not alone in investing in creator marketing. Other retailers and brands are scaling similar programs to tap community-driven influence.

• Dick’s Sporting Goods reported a surge of applications to its ambassador program.
• Macy’s brings influencers to marquee events like the Thanksgiving parade.
• Kitchen brand test kitchens host creators to ready products for short-form video.

New platforms also connect brands to “super fans.” One startup links retailers with creators who already champion the brand online.

Industry founders say brand communities fuel word-of-mouth and long-term growth.

What’s next for Kohl’s creator playbook

Kohl’s plans to expand where it finds impact. That may mean recruiting more creators, leaning into affiliate economics, or deepening in-store activations.

The aim is to reach audiences across channels and convert attention into purchases. Kohl’s is testing formats and measuring results to scale what works.