Michael Kors’s strengths also lie in the success of its business model and social media. Social media has been a marketing channel that Michael Kors attaches great importance to, and in its global marketing investment, digital marketing accounts for a very large proportion.
It is Michael Kors’s excellent performance in social media that has allowed the brand to maintain a strong leadership position in the US market for a long time. At the end of last month’s New York Fashion Week, Michael Kors dominates social media, ranking first in influence, and its rival coach fell out of the top 10 in the rankings. According to a data last week, Michael Kors handbags have become the favorite of global teen consumers, with 34% of participants choosing Michael Kors handbags.
The first step To build a strong position is to create brand image, our brand image is the young fashion, lifestyle, the average age of the audience of about 30 years of consumer groups. We first entered China through social media, outdoor advertising, creating a social topic to create a brand.In particular, 2 years ago, the Jet set activity was very successful in conveying our philosophy, which is aimed at this age-stage life form and what they aspire to. The second is the product, handbags are the easiest to improve the exposure rate of the category, we strive to create star products, such as has been very hot selling is Selma handbag. The 3rd is to choose the right star for long-term cooperation.
Michael KORS launched a new Bancroft handbag in 2017 and added a fresh member to the Michael KORS Collection series, a series of handbags made in the Italian Florence with exquisite hand craft.
Bancroft handbag design inspired by the designer Michael’s holiday in the Mediterranean islands, “I’ve always believed that a good bag will highlight its classics and sophistication in the precipitation of time.” Last year when I was on vacation in Mediterranean Corsica, inspired by a woman strolling by the sea, her handbag was loose and not relaxing, which perfectly set off the lady’s languid, elegant and stylish temperament. I want to design a good enough capacity, practical and modern life in the city of the exquisite combination of handbags, a daily in any occasion can be paired with the bag, will over time to highlight its classic, Bancroft system from the eternal charm.