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The Branding Strategies of Michael Kors

   

Added on  2020-01-15

12 Pages4042 Words174 Views
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FASHION BRANDINGAND COMMUNICATION1
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Table of ContentsExecutive Summary .............................................................................................................................3Introduction .........................................................................................................................................3Background of the brand .....................................................................................................................3Review of customer segmentation...................................................................................................3Brand positioning of Michael Kors.................................................................................................4Brand portfolio of Michael Kors.....................................................................................................4Managing the brand equity ..................................................................................................................4Branding strategies of Michael Kors...............................................................................................4How the business generates brand awareness among the customers ..............................................6What changes have been made in the branding policies to revitalize the brand.............................7Conclusion and Recommendations......................................................................................................8References..........................................................................................................................................102
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Illustration IndexIllustration 1: Branding strategies........................................................................................................73
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EXECUTIVE SUMMARYMichael Kors have transformed the business processes where in new celebrities are includedin the business processes. Transformations have also been seen in the marketing programmes wherein new and innovative messages have been created by the business entity for the purpose of enticingthe customers towards fashionable products. In order to generate awareness among the customersregarding luxury products of Michael Kors, the brand focuses more on social media websites andother promotional campaigns because these are those sources where large number of customers areavailable. From many sources, it has been seen that Michael Kors also uses email marketing whereby the brand creates a list of people whom they send information in the form of a mail about all theproducts. Further, internet advertising is also adopted by the brand which delivers promotionalmarketing messages to the consumers all around the world. Competition has been increasing in thefashion industry; therefore Michael Kors has been emphasizing more on competitor's policies andstrategies so that accordingly mindset of customers can be changed. 4
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