Ch. 16 -Integrated Marketing Communications

Michael Kors  has been defined down to one word, classic. As of 2011 Michael Kors has become one of the most successful American fashion designers. The company's take on product development and management is simplicity.Michael Kors has been giving its competitors a run for their money with its successful major growth within the past year. Its target market was mainly women from 30s to 40s. However, now due to all the expansions and line additions, the main new target begins with women young twenties to endless who are looking for the quality in a product and pieces to wear, not just everyday clothing. A smaller portion of the target market reaches out to men with the men's lines and accessories. Michael Kors marketing strategy has been very simple. Michael Kors maintains its luxury brand and maintain its customer base by offering various product lines that reaches out to every class; the expensive high-quality Michael Kors and the relatively cheaper Michael line, and all other lines.