Michael Kors is an American luxury fashion company established in 1981 that is known for apparel, footwear, watches, handbags and other accessories designed for modern jet setters. The document analyzes Michael Kors' brand story and marketing strategies across social media platforms, websites, apps, and advertising to engage customers. It finds that the Facebook page is most effective for engagement but improvements are needed in areas like mobile apps, innovation, global markets, and customer service to boost sales performance back to 2016 levels.

1. MICHAEL KORS
DECEMBER 2017
AUDREY YU

2. BRAND STORY
• American luxury fashion
company
• Formally established in
1981 by designer Michael
Kors
• First store in NYC, 2000
• Known for apparel,
footwear, watches,
handbags and other
accessories
• “ready-to-wear and
accessories designed for
the modern-day jet setter”

3. SOCIAL MEDIA PLATFORMS
• Facebook
- an official page that contains
brand story, news and activities
• Twitter
- tweets latest fashion news and
pictures
• Instagram
- works as a big album
• YouTube
- Brand Video channel
(Advertisements, Fashion shows,
etc.)

4. THE MOST EFFECTIVELY CONTENT
• Facebook Page
- provides more
information
- has more followers
- receive more comments
and likes
- replies some comments
• What are different?
- contains both word
descriptions and videos
“Articles with images receive 94 percent more views.” (4 Essentials to Building
Your Brand on Social Media)
MK posts innumerous pictures with brief descriptions on every platform

5. OFFICIAL SITE
• Business Objective &KPIs
The official website
economical statements
• Target Market & Audience
• Usability
story
latest news
shopping online
track orders
online service
• Search Engine
• Analytics
orders completed
analyze product elasticity

6. ONLINE ADVERTISING
• Search Engines & Keywords
-MK Handbags
-Fashion Smartwatches
• Social Media Advertising
-YouTube
(Push Pre-roll Ads/Video Overlays
to target users)
-Twitter & Facebook
(Pushing Ads)
• Target Potential Customers
• Landing Page
-specific site or column on
official site

7. INBOUNDING MARKETING
• Persona
Fashion, Style, Good-looking
-model, stylist, socialite, office lady, etc.
• Blog Posts
Post attractive images
Direct them to landing page
• Email Marketing
As concise as possible
Keep words simple and short
Add important pictures/links/posters
• Metrics
Customer List
Number of clicks

8. MOBILE APPS & WEB
APPS
Michael Kors ACCESS
- MK Smartwatch
- 3 starts out of five
- Lots of Bugs
- Good Functions
Should fix bugs, focus on
fashion functions, develop
look books
WEB
Mobile Official Site
-Woks as the
Standard site
Some icons are too close
Can add more functions
Develop a shopping app

9. ECONOMICAL ANALYSIS
• Increasing until 2016
• In 2017
Did not meet expectations
Q1 is the worst
• Possible Reasons
Need new designs
• Strategies
Sign new partners
celebrities
New designs
• Results
Better in Q2 Q3
Still not as good as 2016

10. WHAT TO IMPROVE?
Customer Service
Global Markets
Official shopping app
Innovation