Ch. 11 - Developing and Managing Products

Michael Kors USA, Inc. has been defined down to one word, classic. As of 2011 Michael Kors has become one of the most successful American fashion designers. The company's take on product development and management is simplicity. MK focuses on the simple part of life and is able to create his unique, classic sportswear.













The line productions are based on neutrals with pops of color and the least amount of pattern. Highlighting the luxurious fabric and a woman's figure is Michael Kors' design approach rather than that of color or pattern.

"When you purchase a Michael Kors product, you are making an investment."

Ch. 10 - Product Concepts

Bearing the name of an award-winning luxury clothing and accessories designer with over 300 retail stores located across the globe, Michael Kors has become a powerful brand with worldwide growth in multiple

product lines.


The company has two levels of products, a high-end collection and the MICHAEL collection. The high-end collection is sold through the company's "collection" stores and high-end department stores like Bergdorf Goodman and Harrods. The MICHAEL collection is sold in upper mid tier department stores like Bloomingdale's, Nordstrom and in it's own "Lifestyle" stores.
The company's product lines consist of the following:
 - Michael Kors Beauty Collection
 - MICHAEL Michael Kors
 - KORS Michael Kors
 - Michael Kors Designer Collection

Over the years, MK's product lineup has expanded to include more than just clothing. Each of these product lines consist of several product items. Michael Kors Beauty Collection splits into three main categories of cosmetics; sporty, sexy, and glam. The MICHAEL Michael Kors collection includes women's handbags and shoes as well as ready-wear-apparel. The KORS Michael Kors collection includes footwear and jeans. The Micheal Kors Designer collection includes all runway styles that range between $400 - $6000 in apparel, handbags, and footwear.

Though the effort to reach beyond the high end of the marketplace to gain more consumers is a common goal among luxury companies, there are a limited amount of consumers available at the top of the retail market. Therefore, the shift to lower becomes a necessity to gain more consumers. Michael Kors has successfully managed to balance the acts of keeping high-end customers happy with the differentiation of the products marketed to them. preventing the mid-tier products from tarnishing the brand's high-end image.

Ch. 18 - Sales Promotion and Personal Selling

MK does participate in sales promotion unlike other luxury brands. However, these promotions are mainly online. You find that they would have a clearance section in some of the stores and sales in the outlet stores but not in all of them. They don't broadcast sales in the store like other stores. The broadcasting is done online, in catalogues, and in the emails of existing customers. There are also promotions when there is a new theme. Whether it be face-to-face, over the telephone, videoconferencing, or through interactive computer links between the buyer and seller, personal selling plays a huge role for this company. MK sales associates have to meet high standards and cannot be a beginner in retail selling. 

Ch. 17 - Advertising and Public Relations

Michael Kors has become one of the most innovative, most looked for brand name of its kind. Consistent successful advertising is a must. The company focuses mainly on paper advertisement such as billboards, subway station walls, magazines and newspapers. Also, this year the company added ad placement to digital and mobile outlets, social media platforms along with the traditional outdoor advertisement. 

The 2013 Spring Ad Campaign has the world in a daydream of the jet set lifestyle with extra bold bright colors, sunshine, and road trips. This season's campaign was shot by Mario Testino in LA, California with Simon Nessman and Karmen Pedaru as the models bringing the collection to life.

The most recent ad campaign was posted in the February issues of magazines such as Vogue, Harper's Bazaar and the W. In March, the ad campaign was posted in 12 different international magazines. In total, the ad placement reached to 25 different countries, with big first timers in Poland, Sweden, Norway, Australia and Denmark.