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