Case Study Of Michael Kors

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Introduction
The luxury brand, Michael Kors, was first established in 1981 by owner, head designer, and name-sake Michael Kors. The company is popular for producing handbags, watches, perfumes, women’s wear, men’s wear, and couture, (About Us). Michael Kors has also adopted innovating marketing strategies which attract their wide customer range. For the past thirty-six year, Michael Kors has demonstrated their ability to thrive and succeed in the always changing fashion industry. After careful consideration, I find that it would be in the best interest that Tech Shield invest in Michael Kors. The current financial standing, innovating marketing strategies, and business ethics of Michael Kors have allowed them to remain competitive and will
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Digital innovation is one of Michael Kors’ leading strengths, (Arthur). The company began incorporating advertisements and customer interaction with their social media platforms. The company was one of the first to use Instagram banners adds, which increased visits to their website by 200,000 viewers within the first thirty days. CEO John Idol stated “as a company, we believe that a dynamic and integrated approach to marketing will better engage, educate and inspire customers as we continue to grow brand awareness globally, (Som, 330). Figure 2.1 demonstrates the strong social media presence the company has. Their social media engagement has allowed them to expand their clientele by integrating fashion and …show more content…
The company has made their website more accessible, which will increase online sales revenue, replacing in store sales. The company is also developing an app for their loyalty program, discussed in Runway 2020. Michael Kors has also released their first smart watch, allowing customers to stay both connected and fashionable, (Investors Overview). Additionally, the company has begun to use Instagram’s Live Video feature to broadcast their New York Fashion Week shows. By broadcasting their show live, they have found another way to interact with their customers. Since broadcasting their fashion shows, MK has ended the stereotype that fashion week is for the elite. Their innovating ideas have already shown increases in customer loyalty. Additionally, MK also established a marketing strategy in which they directly link their products to their social media accounts. Customers can now shop while checking social media. By integrating technology and fashion Michael Kors has brought their company into the future, a future that we at Tech Shield must be a part

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