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Digital Brand 
Strategy for Michael 
Kors 
By Megan Ricica
Target Audience
The BIG Idea 
• Use social media to promote the brand 
• Promote customer interaction on social media 
• Michael Kor’s weekly blog 
• #MyMichaelKors
The Blog 
• Keeping up with Michael Kors 
• Use designer status 
• Let customers into Michael Kors’ fashionable 
world 
• Showcase sneak peeks
Social Media and Digital PR 
• #MyMichaelKors 
• Customers showcase purchases 
• Have company share customers photos 
• Facebook, Instagram, Twitter 
• constantly monitor, update, and engage with customers for 
this campaign to be successful 
• Brand Value increase
Inbound Marketing 
• Track leads and visitors to website 
• Landing page that prompts visitors to take 
action 
• Attract visitors by using keywords 
• Prompt to purchase products
KPI 
Michael Kors will be tracking: 
• Sales Revenue 
• Cost per Lead 
• Customer Value 
• Return on Investment 
• SEO 
• Landing page traffic 
• Traffic to lead ratio 
• Lead to customer ratio
Goals/Timeline/Success
Conclusion

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Michael Kors Digital Strategy

  • 1. Digital Brand Strategy for Michael Kors By Megan Ricica
  • 3. The BIG Idea • Use social media to promote the brand • Promote customer interaction on social media • Michael Kor’s weekly blog • #MyMichaelKors
  • 4. The Blog • Keeping up with Michael Kors • Use designer status • Let customers into Michael Kors’ fashionable world • Showcase sneak peeks
  • 5. Social Media and Digital PR • #MyMichaelKors • Customers showcase purchases • Have company share customers photos • Facebook, Instagram, Twitter • constantly monitor, update, and engage with customers for this campaign to be successful • Brand Value increase
  • 6.
  • 7. Inbound Marketing • Track leads and visitors to website • Landing page that prompts visitors to take action • Attract visitors by using keywords • Prompt to purchase products
  • 8. KPI Michael Kors will be tracking: • Sales Revenue • Cost per Lead • Customer Value • Return on Investment • SEO • Landing page traffic • Traffic to lead ratio • Lead to customer ratio

Editor's Notes

  1. Michael Kors is a New York based fashion designer. He is known for designing classic women’s looks. He is also known for his high-end purses and watches. The target market for the Michael Kor’s brand is women age 21-50. These women are stylish and looking for high-end items like watches and handbags. Michael Kors is known for his luxury designer handbags and watches for women’s accessories.   
  2. The target market for the Michael Kor’s brand is women age 21-50. These women are stylish and looking for high-end items like watches and handbags. Michael Kors is known for his luxury designer handbags and watches for women’s accessories.   
  3. Women love to be fashionable, noticed, and show off their recent purchases. Michael Kor’s brand can use this to an advantage for free promotion of the brand on social media. Allowing customers to interact on medias with each other and friends is a simple way to gain new potential customers and reach new audiences. Creating the unique hashtag, #MyMichaelKors and having Michael Kor’s write a weekly blog post will draw customers and potential customers into the Michael Kor’s brand.
  4. Keeping up with Michael Kors. With this digital marketing strategy, it’s important to focus on the celebrity status that Michael Kors has. People, especially customers of Michael Kors know who he is. Letting customers into Michael Kor’s world will be told from the designer himself, in his weekly blog, Keeping up with Michael Kors. These weekly posts will showcase sneak peaks of designs and sketches and inspiration for his new designs, but also let Michael Kors, from his own voice, let customers know what’s going on in his fashionable life. The blog will be SEO optimized and use certain keywords in posts, so that they will be findable and more likely to be found in web searches.  
  5. Using the unique hashtag, #MyMichaelKors, allows customers of the Michael Kors brand to share their purchases and show how they style the Michael Kors brand into their everyday style. Each month, Michael Kors will choose an outstanding and stylish woman who loves Michael Kors, and they will acknowledge this woman by sharing her picture of her Michael Kor’s styling on Facebook, Instagram, and Twitter. The sharing of photos and using the unique hashtag allows the target audience to interact with each other and have an opportunity to be noticed by Michael Kors on social media. Having a strong focus on social media comes with a cost, the company will have to constantly monitor, update, and engage with customers for this campaign to be successful. With this, the value of the brand will increase.   Posts on social media and blogs should always have a link to products focused on the post so it makes it easier for customers to find the product and shop.
  6. Some of the focused keywords are misspelled because someone searching for Michael Kors may not know how to spell his last name correctly. Even if there are misspellings, Michael Kor's website will still appear on the top of the Google search. The Target Location for the AdWords Campaign: United States and Canada Budget: $1,000.00 per day Daily Reach: 4,000 + clicks and 476,000 + impressions Suggested bid amount .80
  7. An inbound marketing tool that Michael Kor’s should use is the tracking of leads and visitors to their website. They should build a landing page for the company that prompts visitors of the page to take action. An example of this would be to sign up for email newsletter subscriptions. Michael Kor’s can attract people by using keywords (in the blog, on social media, advertisements, and website) then convert visitors to the website by making them leads by using landing pages, and then close by making leads customers by sending subscription emails that prompt the receivers to purchase products
  8. Michael Kors will be tracking:   Sales Revenue Cost per Lead Customer Value Return on Investment SEO Landing page traffic Traffic to lead ratio Lead to customer ratio  
  9. There will be a 6-month timeline for this campaign and the budget for digital advertising for 6-months will be $200,000.  For this campaign to be a success average revenue will be increased to 3.8 billion and annual profit will be increased to 700 million. The earnings growth in the next 5 years is expected to rise 20% and with this campaign, that will only continue to increase.
  10. Applying a few factors I learned in my Bachelor’s Degree in Apparel and Textile Design, the fashion industry is moving towards the celebrity status of designers. Customers know what the designers look like and want to know more about them. Michael Kor’s can use this shift and celebrity status to grow his business and do this with little cost. Sending out tweets, posts, and writing a blog is free to the company, yet it is also extremely effective.   As a customer of Michael Kor’s products, I follow his brand on all social media outlets and they keep their posts to a minimum. In today’s digital world, this is only hurting the brand. It’s vital for the company to increase media posts to make this campaign a success.   It may seem simple, but this is a time consuming campaign, and the budget just isn’t money, it’s about the time and effort put forth to increase value and sales for the company.