About Michael Kors Brand
Michael Kors abbreviated as MK is an American luxury fashion company established in 1981 by designer Michael Kors. The company is known for handbags, watches, and other accessories. As of 2015, the MK Holdings has over 550 stores and more than 1500 in-store boutiques in multiple countries.
Though the brand began back in 1981, it was not until 2006 where they opened their first retail stores. Some of the main competitors of the brand include Louis Vuitton, Kate Spade, and Coach. According to a 2015 survey, Michael Kors has been a popular fashion trend among teen girls.
As of March 2014, MK company has 288 North American retail stores, including 117 international retail stores and concessions in Japan and Europe. Also, the annual revenue for the company was 3.2 billion dollars, with a net income of 670 million dollars.
Strategies adopted by Michael Kors
The luxury high-end fashion designer brand, Michael Kors adopted an integrated approach to marketing.
As a company, we believe that a dynamic and integrated approach to marketing will better inform, engage, educate and inspire our customers as we continue to grow our brand awareness global. Ido, CEO, Michael Kors
1. Integration of Instagram to Boost Store Revenue
They recognized the importance and expectations of the omnichannel shopping experience across all the channels and their websites in the USA and Canada.
They captured leads through their newsletter. They engaged with their social media followers on Instagram, Twitter, Pinterest, Facebook, and YouTube. Due to the visual appeal of their products, Pinterest and Instagram are particularly important.
2. Use of #InstaKors Campaign
The luxury brand has more than 3.6 million followers which show that they have a strong following and are stimulating conversations via clever #hashtag campaigns. With their campaigns started in 2012, they have become more sophisticated and drove visitors through Instagram competitions.
We have always been early adopters of digital innovation. We were the first brand to partner with Instagram on the launch of Instagram Ads and we’re proud to be the first to launch a Marquee campaign in the UK and France. Lisa Pomerantz, SVP, Global Communications and Marketing, Michael Kors
Also, they ran their #InstaKors campaign whereby Michael Kors followers could shop while they browse their Instagram feed. The brand invited their followers to sign up with their email address and Instagram handle. Since Instagramers engage by ‘liking’ an image against Michael Kors’s handle with the hashtag #InstaKors. They then receive a follow-up email with a link to purchase the item. This worked as they engage with their followers via the limitations of this platform.
3. Michael Kors’s Marquee ad on Instagram
In order to drive traffic to their website after the campaign, the brand worked with Facebook and Instagram to create a custom audience of the hundreds of thousands of Instagram users who saw the Marquee ad. Those users were then targeted with a follow-up on Facebook, which Instagram ultimately drove to 2 lac people to MK’s website over a period of 30 days.
The traffic helped to increase its Jet Set and shoe product pages by 2.6 times what it was before the campaign.
4. Michael Kors Launches Product via Instagram Stories
Michael Kors teased the launch of the Wonderlust campaign on Instagram with a series of behind-the-scenes shots of models Wouter Peelen and Lily Aldridge.
The brand ran an Instagram Story, the latest feature of the social platform. The story was about the campaign which was ephemeral content appears at the top of followers’ news feeds, allowing the brand to break via what is increasingly a crowded stream.
“The concept message will effectively resonate with this segment as the brand is leveraging the key various digital touch points to tell this story such as their Instagram channel, online and the opportunity they have to enhance this further with creating ‘snackable’ lighter versions of content that can be widely distributed to drive awareness and key calls-to-actions to share, engage with supporting content or incite to buy/trial,” Sebastian Jespersen, founder/CEO of Vertic, New York
Result Achieved by Michael Kors
The luxurious fashion brand Michael Kors reported a 20% uplift in sales in North America and 73% across its e-commerce site at the end of 2015 with strong growth in Japan and the UK up to 72% for the quarter also.
According to Starcount, in 2013, the brand ranked in the top 10 fashion brands. They used social media and in 2014, Michael Kors was named as the ‘most searched for high street brand’ as per Google’s Zeitgeist 2013 report.
Image Credits: smartinsights.com