Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Mission Statement

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.

Brief History

Growing up in a family who were obsessed with fashion, Michael Kors (born Karl Anderson) knew that the fashion world would be his destiny. Always going over-the-top with his sense of style and passion for the luxurious but trendy wear aided to his decision to become what he is today, along with his ability to produce an amazing piece of garment.
After receiving every form of fashion intelligence that he could possibly gather, Kors moved to the wonderful New York City to attend the Fashion Institute of Technology, also known as FIT. He landed a job at a French boutique called Lothar's on 57th Street, where his advanced skills granted him a chance at designing clothing for the store. Realizing that he loved the city more than school, he dropped out of FIT and went full-time at his job which soon became his career. 
Kors' collection received enough positive interest that he was able to start his own fashion line at the age of 19. The Michael Kors Women's Collection launched in May 1981, and was sold at high-end department stores such as Bergdorf Goodman and Saks Fifth Avenue. Kors began traveling across the United States for small fashion shows in private homes, known as "trunk shows", showcasing his winning combination of simple, elegantly tailored clothing and his captivating, persuasive sales techniques. At the age of 23, he convinced the appalling fashion editor Anna Wintour, now the editor of Vogue magazine, to view his collection, displaying them on the bed in his apartment. With these humble beginnings, Kors began earning awards for his designs and picked up a couple celebrity fans while on the ladder to his success, like Barbara Walters.
Unfortunately, in 1990, the company took a fall and was forced to reorganize under Chapter 11 Bankruptcy. However, that didn't stop Kors from getting back on his feet, launching KORS by Michael Kors, a lower-priced line. Starting in 1997, he also held a six year position as the creative director of Celine, a French fashion house, while expanding his own brand, launching menswear, accessory and perfume lines. Winning the most prestigious prize in American fashion, the Menswear Designer of the Year award from the Council of Fashion Designers of America, Kors finally succeeded in bringing his company to one of the top levels of the fashion empire. 

With a countless amount of celebrities wearing his garments, and new lines constantly in production, Kors' fashion dynasty continues to grow. Hitting his 30-year mark, Kors has turned out a strong set of collections that perfectly illustrate his vision of luxe American glamour.