Ch. 4 - The Marketing Environment

Michael Kors offers two primary collections: the Michael Kors luxury collection and the MICHAEL Michael Kors accessible luxury collection. The Michael Kors collection establishes the aesthetic authority of the entire brand and is carried in many of their own retail stores as well as in the finest luxury department stores in the world, including, among others, Bergdorf Goodman, Saks Fifth Avenue, Neiman Marcus, Holt Renfrew, Harrods, Harvey Nichols, Selfridges, Hong Kong, Paris and China. This collection is more for the upper class and is the highest priced line. Most of the merchandise targets customers such as wealthy business owners, fashion designers,celebrities and people with large bank accounts. Most of the items from this company such as the clothing could be seen in fashion magazines and at runway shows. 

 

In 2004, they introduced the MICHAEL Michael Kors collection, which has a strong focus on accessories, in addition to offering footwear and apparel. The MICHAEL Michael Kors collection is carried in all of their own "lifestyle stores" as well as leading department stores throughout the world, including,and among others, Bloomingdale's, Nordstrom, and Macy's, This collection targeted the lower/middle class, offering sales and discounts on this collection that would draws lower income customers to have a chance to treat themselves to a luxury band. This collection you would see more in magazines such as Seventeen, Allure, Glamour, and Marie Clair. These two primary collections target a broad customer base while retaining a premium luxury image

Ch. 3 - Ethics & Social Responsibility

In 2012, Michael Kors donated 5 million dollars to "God love We deliver", a New York non- profit organization that cooks and delivers individually tailored meals daily to people living with severe illness throughout New York, Newark and Hudson country. This donation was the largest in New York social services organizations history.

Code Of Conduct 

Michael Kors has a code of conduct which is based on principles if ethics business practice and recognition of the dignity of others. 

Supply chains act

Privacy policy

There is nothing like shopping on-line and being able to trust the sites you shop on knowing your personal information would not get exposed.

Michael kors values their customers and they provide satisification in securing your privacy

Privacy Policy

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Ch. 2 - Strategic Planning for Competitive Advantage

Michael Kors developed a celebrity fan base early on with the idea of getting his designs exposed and out there and soon expanding his cliental. In 1993 he filed for bankruptcy, he was expanding too fast with little research of how well his brand will do out there in the clothing market. A few years later Michael Kors bounced back launching a lower priced line, selling  high price and low priced lines in department stores in 1990's. Michael Kors told news headlines the key to success was expanding  his line to appeal to women at every size and every price point. Michael Kors  has 169 stores in North America and 34 in Europe. The company is based in Hong Kong reported net income of $72.5 million revenue of $803 million in FY 2011.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Michael Kors is the leading American fashion designer for luxury accessories and sportswear. Michael Kors estate is based in producing polished, sleek, sophisticated American sportswear with a sharp attitude.Their mission is to bring their own vision of a sophisticated, luxury lifestyle to women and men around the world.  
Michael Kors products unique and  represents the highest standard of quality, include apparel, accessories and beauty. Michael Kors lifestyle-driven company embraces the highest standards of creativity, quality, technology and human resources.