2. Team
Positions:
Brantley, Brianna: Market Analyst
Brown, McKenzie: Public Relation
Brown, Zenobia: Research & Development
Crawford, Asa: Lead Designer
Pittman, Tatyana: Costing Engineer
3. Michael Kors’ Mission
11 W 42nd St New York NY 10018
Michael Kors is the leading American fashion designer for luxury accessories
and sportswear. The company's heritage is rooted in producing polished, sleek,
sophisticated American sportswear with a jet-set attitude. Whether Aspen, Palm
Beach or Capri, our mission is to bring our vision of a jet-set, luxury lifestyle to
women and men around the globe. Our products, emblematic of the highest
standard of quality, include apparel, accessories and beauty. Our lifestyle-
driven company embraces the highest standards of creativity, quality,
technology and human resources.
“Luxury accessories and sportswear. Polished, sleek, sophisticated American
sportswear with a jet-set attitude. Vision of a jet-set, luxury lifestyles to women
and men around the globe.”
4. Our Purpose as
M. by
Michael Kors
We created M. by Michael Kors to fulfill the need of the
growing market of young men and women who are
transitioning from adolescence to a mature stance,
without losing their youthfulness. We want to bring
even more luxury into the corporate office as well as on
the streets.
5. Our Customer
We are targeting the young women transitioning from adolescents to
maturity without losing, their confidence and silhouettes
6. Our Process
1. We analyzed the market, for any
unmet needs and consumers that
were not being recognized
2. Took aspects of the Michael Kors
brand that we wanted to
incorporate into the aesthetic of M.
by Michael Kors
3. Gathered information and
inspiration from the streets( Twitter,
Instagram, and more)
4. Design Team incorporated our
vision with our information, to
create design/sketches.
7. Our Competitors
• Gap
• J. Crew
• Zara
• Ralph Lauren
• Calvin Klein
• H&M
Our Competitors have
penetrated this market for
some time now, but we greatly
believe that the reputation that
Michael Kors has built in the
short period of time we have
the assets and have acquired
a great deal of preparation for
this plan.
8. Promotion Strategy
M. By Michael Kors intends to use a participation promotion strategy.
The customer we are trying to target, receives a sense of joy and
unity, from being recognized. Strategies we choose to employ:
• Relatable Promo Videos
• Street style recognition
• Contest
• Showing of upcoming lines to the public
• And much more
9. Distribution Strategy
• M. By Michael Kors is affiliated with
NAFTA (North American Free Trade
Agreement).
• We ship out internationally to our
flagship stores, lifestyle stores, and
outlet
• We will have displays in Macy’s,
Nordstom, Belks, and Neiman and
Marcus and small apparel and
accessories businesses that meet
M. by Michael Kors expectations
100+ more
12. Our Design
We wanted to implement the structured and crisp silhouettes of Michael Kors
and MICHAEL by Michael Kors. Adding playful, sexy, sophisticated textures and
colors.
