Brand Touch Points
The brand’s homepage is pushing ‘Living in Colour’ where female consumers are given four palette options to choose from, then shown clothing, bags, shoes and accessories surrounding that colour. This is an easy way for consumers to buy specific outfits and items. The only menswear on the homepage is near the bottom of the homepage, and only directs to new arrivals. The website is women focused and this does make it look extremely feminine (Kors, 2017).
Figure 4
Instore the main focus is handbags and purses, they are the main focus in visual merchandising, yet have also been a key reason to Michael Kors overexposure, with everyone having the same items, decreasing the sense of luxury (Schlossberg, 2016). The brand's clothing items have been seen on high profile celebrities such as Selena Gomez and Blake Lively, so with this could easily be pushed instore and online..
Menswear is underexposed for the brand, with there being only two UK stores selling the product (Holland, 2017). Michael Kors has posted about his female muses and friends, yet not male (Kors, 2017). The brand’s menswear have been featured in GQ adverts and campaigns, such as The Benjamin Eidem Michael Kors Resort Campaign (Davide, 2013). Kendrick Lamar has also been seen on the front cover of GQ, styled in Michael Kors.