• About Michael Kors
• Competitive Strategy
• Marketing Strategy
• Brand Profiling
• Perceptual Mapping
• Focus Group Findings
About Michael Kors
• Global luxury life-style brand with a jet-set aesthetics
• Led by the American Fashion Icon - Michael Kors
• Operate in 3 segments : retail (48%), wholesale(47%)
• 288 North American retail stores
• 117 international retail stores
• Rapidly Growing Luxury Lifestyle Brand
with Best-in-Class Growth Metrics
• Design Vision Led by World-Renowned,
• Multi-Format Retail Segment with
Significant Growth Opportunity
18 - 25
26 - 35
36 - 45
46 - 55
Health & Fitness
Home & Garden
82% of Michael Kors customers are Female
36% of Michael Kors customers are aged between 26-35
Top 3 interests of Michael Kors customers are Fashion, Art and Music
Core customers of Michael Kors are Female & majority are Young
While Michael Kors is a Luxury brand, it is also Affordable & Attainable
which helps in attracting Young Consumer
Michael Kors products and stores cater to Fashion, Music & Art
Source : Statsocial Report on Michael Kors
Laddering – Connecting Product With Customer
• How important is handbag to you?
• Response : Its very important
• In what way it is important to have a handbag ?
• Response : It carries everything I need and the color adds to my outfit instantly
• What are the various occasions where you go with your handbag?
• Response : My work, meetings, shopping, parties
• Do you really care about our handbag when you are out?
• Response : Yes, because it is complementary to my style, overall look and outfit.
• If handbag is important, would you go out of your way to spend?
• Response : Yes, I am very choosy about the brand and I don’t mind paying extra
• Why would you like to pay extra for your handbag?
• Response : It helps to reflect the way I carry myself, prestige and social status. I feel confident
Aspects Of The
Style Utility Value for Money Youthful
“I only carry exclusive
“People always talk about my bags.”
“I love to use this bag for all occasions.”
“I don’t mind paying little extra for this bag.”
“It carries everything I need.”