Macro and microenvironment of the fashion retail brand, Michael Kors

Running head: MICHAEL KORS
Michael Kors
Name of the student
Name of the university
Author Note

1MICHAEL KORS
Part A:
The aim of the report is to look into the issue of macro and microenvironment of the
fashion retail brand, Michael Kors. This is a designer brand for accessories and sportswear
started by the famous designer Michael Kors (The Michael Kors). This brand was started in
1981, and it primarily deals with clothing, perfumes and accessories. The brand enjoys a strong
customer loyalty, and it is the brand image that helps the brand to hold this international prestige
(The Michael Kors). The brand is specialized in selling luxury items including apparel for men
and women. The company is located in New York City, and it is faced with challenges due to the
presence of multiple competitors in the market. These possible sources of threats are Louis
Vuitton, Prada, Fendi, Kate Spade and Chanel. Since it is a luxury item brand, the company has
an abundant source of celebrity client, and some of them are Jenifer Lopez, Emma Roberts,
Natalie Portman and many others (The Michael Kors). The company is targeted customers are
women and men over the age of 30. It also shares a significant amount of market holding (The
Michael Kors). The organizational structure of the company includes multiple stakeholders, and
each of them has specialized clothing and accessories items.
Part B:
The first external factor that will determine my choice of their brand is the high quality fashion
products they offer. Michael Kors has one of the most reputed clothing materials in terms of
clothing and accessories. The quality of the materials used is standard, and most of their products
are custom made. This is one of the reasons that can influence my choices for opting their brand.

2MICHAEL KORS
Another important external factor that will influence my choice for buying their products is the
unique technology used for manufacturing their accessories one of the most beautiful watches they
sell are equipped with one of the newest and updated technologies. This is stylish and
technologically up-to-date.
The third most important factors that will influence me for the purchase of this brand are the fact
that all discounts and offers are available on the online and the store. They provide discounted
products time-to-time, and it is imperative to note that such discounts are always highlighted
through social media which is easier to follow. This also helps me to identify and compare the
prices among another brand; hence the marketing is more feasible for this particular brand.
Part C:
The company enjoys its worldwide presence due to the excellent relationship it shares
with the manufacturing contractors. These contractors are responsible for overall manufacturing.
Since this company operate through a secure network of the distribution channel, it is easier for
them to teach to the targeted audience (Halme). They operate through the departmental stores as
well as the online platforms. This is one of the brands that enjoy good communication with their
customers, and it is the use of social media which has made this possible (Armstrong). This is
also known for the broader reach within a few years, and it is to be noted that the creative
marketing manager is responsible for reaching out to the people in the form of creative images,
designs and posters. The company spends over $41 million only on advertising both online and
at the store. The primary concern for the brand is to maintain their brand image, and they make it
possible through the use of online media. What is striking about their marketing plan is the use of
the platform of Tumblr, this is one of the sources for young customers (Halme). This is one of