Ch. 17 - Advertising and Public Relations

Michael Kors uses print ads in magazines and billboards in cosmopolitan cities.

 The company advertises its brand mainly in fashion and lifestyle publications, ad campaines, and international multichannel effeorts including print, mobile and social media.

Countless celebrities wear his garments, and First Lady Michelle Obama posed in a Michael Kors dress for her first official portrait.

Social Media

Most brands offer their loyal Facebook fans an exclusive coupon here and there, but Michael Kors downright spoils their Fans with some of the most highly articulated exclusives around. Just this month they launched a campaign in honor of reaching 500M Facebook fans. Michael Kors released 500 limited-edition pairs of shoes for Facebook Fans only. Building an exclusive product line devoted to a single Social channel, is one of the many things that sets this company apart.

Some brands know Twitter, other’s are Instagram Rockstars. Michael Kors knows them all. For example, their February #FallingInLoveWith Campaign was a tribute to Valentine’s day and all that the their customers’ love. The campaign was centered around uploading photos of what they love to either Twitter, Facebook, or Instagram.

Last year, Michael Kors launched a campaign called #MKTimeless targeting Instagram Fan Growth. While Twitter and Facebook reign supreme for Social campaigns, Instagram and Pinterest are gaining strong attention from Fashion brands due to their visual nature and strong female following (Instagram user base 70% female). Customers were challenged to take a photo of their favorite watch and post to Instagram. This two week contest saw major success, giving them a 50% increase in their Instagram fan base. 

“Success is now driven by creating the brand experience within or around your Web site and the Internet rather than inside a magazine,” he said. “It is fair to say that a brand’s Web site is the new platform for luxury brands.”

Ch. 15 - Retailing

Michael Kors Outlet

1000 Premium Outlets Drive
Tannersville, PA 18372

I recently visit The Michael Kors outlet in PA during my trip to the Poconos. It was a Specialty store. The level of service was very high, upon entering the store, I was greeted right away. The store design tells me that the retailer is a well-respected designer with a high price range.  The store was very organized, clean, and minimalistic, so that tells me the designer possesses those qualities. The product assortment is narrow only carrying Michael Kors products. They had a very large variety of Purses and wallets.  The purses are spaced out by at least a foot and are displayed in an appealing manner with the straps on a metal hanger and the purse on the surface. The Presentation of the whole store was amazing. The clothing is hung in one opened door amount space. The shoes are in a separate area with a foot spacing apart. The accessories are at the front cash wrap. All of the merchandise is accessible and easy to find. The stores target customer is mainly women, young twenties to ageless. The store is targeting a customer that is looking for quality in product and wants key pieces of clothing, not just daily wear. There is a small amount of clothing in the store, it is mainly purses, so that tells me the retailer targets a large amount of women, and not just one particular size. The employees there introduced me to new products they asked me what kind of products I was interested in and what kind of styles I liked. They were very helpful and warm. The store smelled good and the fixtures are very bright and clean white.  The fixtures suit the environment very well, showcasing every inch of the store. The color that is mainly used in the store is white.  From the outside of the store passing by, you can see that the inside is very pearl white and bright from the lighting.  It is a beautiful choice, because then the color showcases the bright colors of the merchandise and the gorgeous textures of the merchandise. The window displays of the store are similar to the inside of the store.  The display shows some purses in the same way they are set up in the store, basically letting the merchandise talk for itself.  The windows are very pleasing, but the store front looking inside is the main attraction.

Ch. 6 - Consumer Decision Making

What drives a consumer to purchase a Michael Kors product? What drives the consumer to purchase a Louis Vuitton product? Michael Kors is one of most recognized luxury brand in the world, with 20 millions sales more than its competitors Michael Kors stands as the top of the evoked set in consumer mind.

When purchasing a Michael Kors product, consumers are driven by social factors, cultural factors, psychological factors and individual factors. 

the external stimulus of the consumers comes from a wide range of factors such as the continuous innovation of the products. Michael Kors has added ready to wear line, fine jewelry, watches and shoes to its collections. Michael Kors advertises its products through multiple channels, from print advertising to commercials, billboards, magazines and social media. The non-marketing-controlled information source comes from hundreds of blogs, and review websites where people talk about the brand,lifestyle-related posts help associate Michael Kors with elite culture are successful in driving purchase discussion. When considering of purchasing a Micheal Kors bag or product the consumer is affected by conscious motives such as the high quality of the product that performs well, friends, colleagues or acquiescence that already have a Michael Kors products.

                                      For all Apple users, Michael Kors offers various products such as 
                                        iPad cases, iPhone, Laptop holders at Apple stores

Chapter 5. Developing a Global Vision

Michael Kors is a rapidly growing global luxury lifestyle brand led by a world-class management team and a renowned, award-winning designer. Michael Kors vision has taken our Company from its beginnings as an American luxury sportswear house to a global accessories, footwear and apparel company with a presence in 74 countries. As a highly recognized luxury lifestyle brand in North America with accelerating awareness in targeted international markets, we have experienced exceptional sales momentum and have a clear trajectory for significant future growth. Over the years, we have successfully expanded beyond apparel into accessories including handbags, small leather goods, eyewear, jewelry and watches and footwear.

One of his international location Hong Kong-based company, where Mr. Kors is the chief creative officer, priced it's initial public offering at $20, above the expected range of $17 to $19. The stock sale, which raised nearly $950 million, values the company at $3.8 billion.