k/lab is a digital brand and pop-up shop dedicated to fast-fashion. k/lab Initially launched in 2016 at Kohl's with the sole purpose of reaching our millennial customer and creating a destination for all of the hottest trends.
The k/lab customer is looking for clothes that speak to her... literally... The personification of products is popular among millennial brands. By subtly hinting at end-uses of a garment, marketing/packaging can give her an opportunity to daydream in the store, connecting the dots between clothing and the “experience” it will become.
She likes to feel that she’s in on the joke, so when packaging/marketing can speak to her the same way she would speak to her friends over Snapchat filters and Instagram DM’s she will innately feel comforted by the product.