Conclusion
To conclude the findings, Michael Kors is extremely good at advertising and marketing their accessories, especially handbags, through campaigns and social media hashtags (Instagram, 2017) (Facebook, 2017). On social media the hashtag Michael Kors showcases young girls with watches and bags from the brand (Instagram, 2017). The brand’s womenswear isn’t marketed as fully as the accessories, yet receives a lot of PR from highly credited magazines, with celebrities being styled in the brand such as Selena Gomez (Vogue, 2017).
Row 1 (left to right): figure 184, figure 58, figure 185
Row 2 (left to right): figure 78, figure 66, figure 3
Row 2 (left to right): figure 78, figure 66, figure 3
Menswear is lacking in both marketing and PR, and competitor brands are pushing their menswear more than Michael Kors. The competitor research showed that the use of sports teams and athletes spoke out to the male consumer, as Ralph Lauren (2017) and Ted Baker (n.d) had both sponsored sporting events and teams. Overall for Michael Kors to move forward with their menswear, looking at the marketing strategy with the use of high profile male athletes and influencers should make the brand more well known for their menswear, and makes sure the brand is keeping up with their menswear competition. Combining the use of celebrities come fitness influencers, male focused magazines, current and retired athletes in a new marketing strategy Michael Kors should be able to speak out to men of all ages, and create possible new consumers.