Michael Kors is a global luxury lifestyle brand founded in 1981 that offers ready-to-wear, accessories, and footwear. It has two primary collections, Michael Kors Collection and MICHAEL Michael Kors. The company has expanded globally through retail stores, department stores, and online, and is now available in 85 countries. Michael Kors has pursued an aggressive international expansion strategy, opening flagship stores in major cities across Europe and Asia to strengthen its global brand and drive revenue growth. This strategy has proven successful, as the company has experienced significant revenue increases in recent years.

1. MICHAEL KORS
By: Irene Voong, Adriana Lopez, Jessica Nicole Lewis
Fall 2014

2. About Michael Kors
● Global Luxury lifestyle brand.
● Started in 1981 offering American luxury
sportswear.
● September 2000: First store opened in New
York
● 2002: Opened store in Tokyo
● Later, flagship store in the West Coast
● Now offers ready-to-wear, accessories, and
footwear.
● Two primary collections: Michael Kors
Collection and MICHAEL Michael Kors.
● Use top quality materials and craftsmanship in
products.
● Michael Kors is now available in 85 different
countries and online.

3. Mission
“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.”
- Master in Times

4. Business Strategy & Goals
Three Segments
● Retail
● Licensing
● Wholesale
Company controls global distribution
networks through retail stores,
department stores, specialty stores, and
certain licensing partners. Under Two
primary collections: Michael Kors
Collection and MICHAEL Michael Kors.
2014 FY:288 stores in North America, 117
International stores accounted for 48.1%
total revenue.
Goals
● Increase revenue and profits
● Strengthen Global Brand.
● Global Brand awareness & customer
loyalty.
● Expand retail stores in 600 high traffic
areas.
● Increase wholesale sales in North America
● Increase shop-in footprints for visuals.
● Expanding existing stores.
● offering new products
● Expand internationally (Europe)

5. Financial Figures
*Source: Michael Kors 2014 Annual Report

6. Financial Figures
*Source: Michael Kors 2014 Annual Report

7. Competitive Analysis
How?
Style, Price, Customer Service, brand recognition, quality and brand prestige.
Have larger and diversified products
Have greater financial, technological,manufacturing, sales, marketing and distribution resources.
We face intense competition from other domestic and foreign accessories, footwear and apparel producers and retailers,
including, among others, Coach, Burberry, Ralph Lauren, Hermès, Louis Vuitton, Gucci, Marc Jacobs, Chloé, Tory Burch and
Prada.

8. How to stay Competitive?
● Response to consumer demands at the right time
● Maintaining favorable name brand recognition
● Maintaining product quality
● Holding on to key employees
● Maintaining and holding market share
● Develop quality and unique products that appeal to the target market
● Maintaining loyal relationships with customers
● Pricing products appropriately
● Providing excellent customer service and support to retailers
● Optimizing retail and supply chain capabilities
● Determining size and location of retail and department store selling space
● Protecting intellectual property

9. Global Strategy
"We have plans to open in all the major cities, including London, Paris and
Milan, in the next three years, London is the next high priority. Then it will
depend on the availability of the best street, whether it's a street location or
inside of a mall. We'd rather wait than go into the wrong location."
- John Idol, CEO Michael Kors

10. Global Strategy
● Acquisition by Sportswear
Holding (Hong Kong) in 2003
● Moved corporate headquarters
to Hong Kong
● IPO in 2011
● Reincorporated in British Virgin
Islands in 2011
○ avoid US taxes & regulations
○ only taxed on revenues
earned in US

11. Michael Kors Milan
● Opened in 2008
● First European store
● Michael Kors & MICHAEL
Michael Kors
“Italian customers are most
discerning about quality, they like
clothes that are fresh and fashion,
but above all, they want clothes
that will last and this is what I
offer” - Michael Kors

12. Cross-Cultural Research - Italy

13. Entry Barriers - Italy
● Bersani Law (March 1998)
○ increase competition
○ favor modernization
○ decentralize decision making
○ regulatory power to local authorities

14. Michael Kors Madrid
● Opened in 2012
● First store in Spain, 17th in Europe
● Located in heart of Golden Mile
● Michael Kors and MICHAEL Michael Kors
"We knew that when the time was right to open
in Spain, it would have to be in Madrid. It was just
a matter of finding the right location. We’re well-
situated in an area renowned for its great variety
of luxury shopping and the Michael Kors brand
will be a strong addition to that mix.”
- John Idol, CEO of Michael Kors

15. Cross-Cultural Research: Spain

16. Entry Barriers - Spain
Comisión Nacional de la Competencia
1. defining a large retail firm based on location
2. establishing criteria to determine size of
firm
3. defining firm as large if 25% is owned by a
large firm
4. establishing requirements to license
discount stores
5. restricting expansion or change of
ownership
6. requiring financial plans to license
commercial establishments
7. imposing outright bans on large retail

17. Michael Kors Tokyo
● Opened in 2011
● 2nd store in Tokyo
● “the mecca of luxury in Japan”
"I'm excited to open my largest store in
Tokyo in one of the most vibrant places of
the city. The energy and the quick pace of
Roppongi Hills are perfect for my new
store." - Michael Kors

18. Cross-Cultural Research: Japan

19. Entry Barriers - Japan
● Large-Scale Retail Location
Law
● 55% traditionals
● 12% large-scale retailers

20. Success

21. Success
● Total revenue increased 42.7% to $1.1 billion from $740.3 million in the second quarter of fiscal 2014.
● Retail net sales increased 39.4% to $495.6 million driven by 121 net new store openings since the end of
the second quarter of fiscal 2014 and a 16.4% increase in comparable store sales. Wholesale net sales
increased 46.1% to $514.1 million and licensing revenue increased 42.8% to $46.9 million.
● Revenue in North America increased 29.8% to $802.2 million, with a 10.8% increase in comparable
store sales. European revenue grew 108.6% to $237.9 million, with comparable store sales increasing
41.1%. Revenue in Japan increased 106.3% to $16.5 million, with comparable store sales growth of
52.9%.
● At September 27, 2014, the Company operated 473 retail stores, including concessions, compared to 352
retail stores, including concessions, at the end of the same prior-year period. The Company had 176
additional retail stores, including concessions, operated through licensing partners. Including licensed
locations, there were 649 Michael Kors stores worldwide at the end of the second quarter of fiscal 2015.

23. Should Michael Kors Go Global?
YES!!
● Brand Recognition in all retail segmentations-domestic and internationally
● Acceptance brand name through target market
● Cater to diverse audience
● Have two labels: Michael Kors Collection and MICHAEL Michael Kors
● Runway ready-to-wear is wearable.
● Google ranked Michael Kors the 2nd
most searched high-fashion brand of the
year in its Zeitgeist 2013 report.
● Top fashion brand on social media of
2013 by social media analyst Starcount.