Michael Kors Fashion Brand: Market Analysis and Marketing Strategies

This project offers a comprehensive analysis of the Michael Kors fashion brand, encompassing a detailed market study, a strategic marketing plan, and a product launch schedule complete with budget considerations. The project begins with an introduction to the Michael Kors Company, positioning it as a luxury fashion brand producing ready-made clothes and accessories for both men and women. It delves into a market study, utilizing online research, fashion exhibits, and magazine analysis to understand market trends and consumer preferences, with a focus on Western apparel and the need for quality design. A mood board showcases the brand's offerings, followed by sketches of various clothing items. The project outlines potential suppliers, including delivery services, Canadian clothing industry organizations, and clothing manufacturers, alongside the use of mannequin models. It then explores the factors influencing pricing, such as margins, base margins, pricing tiers, and market value. The marketing plan highlights product testing, pricing strategies, promotion through social media and other channels, and a focus on the target market. A communication plan is detailed, including market analysis, goal setting, and customer engagement. Finally, a product launch schedule and budget are provided, covering proposal, design, implementation, launch, and marketing phases.