Michael Kors: Marketing and Environmental Analysis Report

This report provides a detailed analysis of the Michael Kors brand, focusing on its macro and microenvironments. It examines the brand's history, market position, and target customers, highlighting its specialization in luxury apparel, accessories, and perfumes. The report identifies key competitors like Louis Vuitton and Chanel and explores the brand's marketing strategies, including its use of social media and celebrity endorsements. It also discusses the company's distribution channels, manufacturing contractors, and product categories, such as dresses, shoes, and handbags. Furthermore, the report analyzes a specific product category, the new floral print dresses, and explains the rationale behind the product's launch, its target audience, and its alignment with the brand's overall strategy. The report concludes with a list of references and bibliography.

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

3MICHAEL KORS
the different approaches taken up by the company unlike the traditional platforms of facebook
and twitter. This is one of the reasons that have helped the brand to reach to the people to a
greater extent.
Part D:
The chosen location for the buy is Ogilvy’s in Montreal, Canada and it is present globally
in different locations. They deal with different kinds of products like clothing, accessories. They
also have subcategories like dresses, outwear and jackets, sweaters, pants and shorts jumpsuits
and skirts (The Michael Kors). This is the brand which does not only specialize in clothes;
instead, they also have a wide variety of shoes and their subcategories like sneakers, sandals,
heels, wedges, boots and flats (Li). They also have specialized handbags, and it is made with the
most excellent quality of leathers. Even in the category of bags, they have totes, satchels, mini
bags, wallets, clutches and many more. It is interesting to note that the company has excelled in
all the products it has sold and there is a good market of the same (Zhu et al.). They also have a
section for the luxury items, and it is especially promoted for the celebrities (Kim et al.).

4MICHAEL KORS
Source: (The Michael Kors, 2019)
Part E:
The chosen category of product for the buy is the new dresses they have recently
launched. This is the new set of clothes that have floral prints in it. This is the new spring
collection that they have launched and it is one of their most exciting launches till now (The
Michael Kors). The reason for choosing this product is the unique design that it has come up
with (The Michael Kors). This is unique compared to the existing products since it is designed in
a way which was not present in the earlier collection. This is also bright in colour which is eye
catchy and stylish at the same time. The new collection includes the JET SET travel necessities.
Under this there are Swimwear, travel accessories, sleeping eye covers and travel accessories
like luggage and suitcases. This new category has been added to their existing categories
because it has been released by the brands over the years that there is a growing demand of such
products in the market and this company can make use of their existing brand image and
customer loyalty to promote these products with greater ease. This is also interesting to note that
the brand is promoting these new products with the use of their online and manual store (The
Michael Kors). These new categories of products are targeted towards the customers who are
more interested in travel necessities. These are mostly chosen for the people who have to travel
more than usual, and they have a demand for travel products with a tint of fashion. This is one of
the reasons why the company has opted to sell such products in the market (Zhu et al.).

5MICHAEL KORS
Source: (The Michael Kors, 2019)

6MICHAEL KORS
References and bibliography
Armstrong, Gary, et al. "Marketing: an introduction." (2015).
Halme, Mari, and Amanda Rissanen. "The Influence of Finnish Culture on the Success of
Luxury Brands: Case Michael Kors." (2015).
Kim, Jae-Eun, et al. "Decoding fashion advertising symbolism in masstige and luxury
brands." Journal of Fashion Marketing and Management: An International Journal (2018).
Li, Cai. Consumer-brand relationship of American luxury brands in the Finnish market–A case
study of Michael Kors. MS thesis. 2018.
Lindsey-Mullikin, Joan, and Norm Borin. "Why strategy is key for successful social media
sales." Business Horizons 60.4 (2017): 473-482.
Morgan, Neil A., et al. "Research in marketing strategy." Journal of the Academy of Marketing
Science (2018): 1-26.
Michael Kors. (2019). [online] Available at:
https://www.michaelkors.global/en_IN/handbags/view-all-handbags/_/N-10qbalf [Accessed 21
Feb. 2019].
Michael Kors. (2019). [online] Available at:
https://www.michaelkors.global/en_IN/women/clothing/dresses/_/N-r001c1 [Accessed 21 Feb.
2019].
Zhu, Yu-Qian, and Houn-Gee Chen. "Social media and human need satisfaction: Implications for
social media marketing." Business Horizons 58.3 (2015): 335-345.