Micheal Kors Final Doc^

Running Head: Marketing, Advertising and Promotional Strategy for Michael Kors

Marketing, Advertising and Promotional strategy for Michael Kors

Kristina Masten

The Art Institute of Phoenix


Marketing, Advertising and Promotional Strategy

Executive Summary

Michael Kors is a world-renowned, award-winning designer of luxury accessories and ready

to wear. His namesake company, established in 1981, currently produces a range of products

through his Michael Kors and MICHAEL, Michael Kors labels, including accessories, footwear,

watches, jewelry, men’s and women’s ready to wear, and a full line of fragrance products.

Michael Kors stores are operated, either directly or through licensing partners, in some of the

most prestigious cities in the world, including New York, Beverly Hills, Chicago, London,

Milan, Paris, Munich, Istanbul, Dubai, Seoul, Tokyo and Hong Kong. Michael Kors has

consistently had increases in sales in America and in Europe.

Currently the Michael Kors company is doing lots of philanthropist work with a goal to

stop world hunger and has given his employees the opportunity to work the food kitchens and

help out during the business day. My vision is to see Michael Kors company also support

environmental initiatives in his stores. Michael has always supported the green movement but

has not officially done anything to change the company’s carbon footprint or offer any

environmentally friendly garments or changes in his stores. The only environmentally friendly

project I have seen was to have a slightly greener store built that was going to have energy

saving lighting and the like.

The plan I have will help the Michael Kors brand actually show they are trying to keep

with the times and offer a more sustainable product line. . As the new fashion marketing

consultant I would suggest the brand start a recycling program in their stores. I know this not a

common practice for a luxury brand, but it will capture the heart and values of its 18 -31 year old

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consumers who are fashionable and environmentally savvy. The stores will have a recycling

program taking in any old clothing the consumer has for recycling and the customer will receive

a 15% off coupon to use in the store. The clothing will then be used to make denim products that

are 20% or greater recycled cotton. This new line under his affordable luxury line would carry

denim jeans that have been made from recycled cotton fiber. Now you can hand in any clothes

you no longer want. That way, we can reduce waste and give old products a new life. Eventually,

we’ll close the loop on textiles so nothing ever goes to waste. The campaign would help bring

awareness to the environmental movement and keep Michael one step ahead of the other luxury

brands who may want to jump on the recycling bandwagon. There would be advertising in the

store to support the new recycling movement within the company. Michael Kors does not have a

good sustainability ranking and this initiative could help improve those numbers for the

company. The project could be the first step towards the company becoming more sustainable as

a whole. I would like to see a commitment to changing the way Michael Kors makes, uses and

dispose of clothes. The new program can save natural resources and contribute to reduced

environmental impact by avoiding textile waste. Michael Kors will use I: Collect a garment

collection and recycling program which already works with many large companies including

H&M to recycle clothing into recycled fiber that can be made into clothing and other products.

Product - The collection I would like to focus my efforts around as the marketing consultant is

the Michael by Michael Kors women’s jeans line. I would like to add a new segment to the

Michael by Michael Kors line of clothing. The current line offers young fashionable pieces and

denim that Is right on cue with what's going on in fashion. The line does not offer anything that

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is eco-friendly or sustainable. The line as described by Michael Kors: “MICHAEL by Michael

Kors is about a certain attitude more than anything; she’s cool and of-the moment but not trendy.

She’s a traveler and engaged in the world around her in terms of pop culture, art, food and her

friends. She gets dressed she’s interested in pieces she can mix up as opposed to creating a head-

to-toe look. But the Michael Kors collection customer pulls MICHAEL by Michael Kors items

into her wardrobe also, with pieces that give her a fresh take on something or adds a little

unexpected moment to her look."

Price- The original Michael by Michael Kors line is considered affordable luxury with items

starting at 38 dollars for bikini bottoms up to 995.00 dollars for a Jacket. The market segment

which Michael is trying to hit with this line is the young hip woman. She is willing to buy

Michael Kors for the quality and the look. The new denim line would cost more as they would be

sustainable jeans that were made with recycled materials. The Jeans price point would be the

same as his traditional Michael by Michael Kors line.

Promotion- The first ad I would create would be called be the introduction ad for “green with

envy”, Michael Kors. The images would be of women wearing the new recycled Jean fashions

and would be in line with his current advertising showing women getting on planes, cars and

yachts to jet off to fabulous places. I believe we don't want to dilute or change the esthetic of the

brand just open it up to the people who love Michaels Kors but maybe wouldn't shop there be-

cause it’s not green and sustainable. The other thing I would include would be a look book show-

ing some of the jean paired with other Michael Kors clothing item from his other Michael Kors

lines. The look book could be sent out in the mail to high-end neighborhoods near the stores. The

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look book for this collection like his other lines can be added to the website for people to look

up. The Twitter and Facebook marketing campaigns would be # Green with envy or #going

green with Michael and invite people to post pictures of how they are wearing the new recycled

fiber denim pieces. There will also be store signage that talks about their future efforts to be

more green and sustainable and how you can recycle your clothing at any store through the new

recycling program with I:CO that will put be put into place.

Place- I would like to improve the brands presence in the market place by opening up Michael

Kors to the ecofriendly chic who will love Michael Kors even more now that he has become

more green and sustainable. The main stores can do a pop up shop arrangement with in there

store to draw attention to the recycled denim line. The new items later can be worked into the

normal store floor plan. I don't want to change the way the stores are currently set up or add new

stores to the mix.

Brand Name: "Michael "by Michael Kors “Green with Envy” Collection

Mission Statement of Brand: Michael Kors is the leading American designer for luxury sports

wear. The company's heritage is rooted in producing women's ready to wear that is sleek, sexy,

sophisticated, graphic, American sportswear. It is their mission to bring this vision and lifestyle

to women and men around the world with all their products. This company embraces the highest

standards of creativity, integrity and quality.

Products: Michael by Michael Kors for women denim jeans

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Problem Statement: Michael by Michael Kors line does not offer a more ecofriendly green op-

tion for his younger more environmentally friendly consumers.

Objective: Convince the audience of younger females 18-31 years old that Michael Kors does

have an ecofriendly and environmentally conscience side.

Target Market Description: Younger females 18-31 who want the Michael Kors name but may

not normally be able to afford to purchase his high quality fashion and who want to be environ-

mentally friendly.

Message to be communicated: Michael Kors has a commitment to be more environmentally

friendly with his new “green with Envy” collection. He wants to appeal to a larger market that is

interested in the environment and being ecofriendly.

Media to be used: a look book on the website and print showing how you can combine the up-

cycled pieces with new pieces from the line. A social media campaign to include Facebook and

twitter could be used to promote the new environmentally friendly image for the new recycled

denim collection. Also, a magazine ad to introduce the new line.

Goals: 1. Educate customers on sustainability

2. Create new social media accounts for Facebook, Twitter, Instagram and Pin-

terest to launch new "Green with Envy" line of recycled fiber denim.

3. 3% Social media increase across all platforms in first month

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4. Increase of target age of 18-30 for Facebook fans by 2% in first month.

The social media message we are sending will be one of sustainability and

about recycling of clothing into new fabrics to help the environment. I have

selected to stay with the current social media platforms that the company is already

using I just want to open new accounts for this new product line. Each social media

platform will be worked into the teams Michael already has in place. New items

and posts will be updated daily on all social media Facebook will mostly be

pictures and charts that show how the recycling program is going and how much

they have recycled and pictures of the new garments. All other platforms will be

the same facts about recycling and educating the consumer and will post about how

much has been recycled. When new garments are released those will be also be

posted on social media. I would like to start the hash tag of #GreenwithEnvy for

all platforms that support hashtags when posting about this new line of clothing. I

would also like to have people post pictures of themselves wearing the new denim

line and hashtag the photo #GreenwithEnvy

Facebook:

I: Collect USA (I:CO®) announced its partnership with Michael Kors who is

a New York City-based fashion designer of American sportswear. I:CO's fabric

recycling initiative is coming to all Michael Kors stores in the United States, thus

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display the company’s commitment to bringing in some sustainability and creating

an infrastructure that supports a circular economy for its "Green with Envy" line.

Check it out at a store near you. # GreenwithEnvy #MichaelKors

Facebook:Sustainability : "Sustainability is an economic state where the demands placed

upon the environment by people and commerce can be met without reducing the

capacity of the environment to provide for future generations." Ecology of

commerce #GreenwithEnvy #MichaelKors #Sustainabledenim

Facebook/Twitter:

Help close the loop on sustainability with the

"Green with Envy" denim line by Michael Kors #GreenwithEnvy

Facebook:

Do you believe in reincarnation Michael Kors does with its new "Green with

Envy" Collection see your garments recycled into new denim Jeans

Facebook/Twitter:

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Post a picture of you wearing your new "GreenwithEnvy" denim and show the

world how you wear your Kors!

Twitter:

"Green with Envy" denim line by Michael Kors #GreenwithEnvy

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Pinterest:

"Green with Envy" denim by Michael Kors

Try our sustainable recycled fiber denim jeans.

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Currently the Michael Kors brand only does advertisements for his high end

line Michael Kors, not the ready to wear line of Michael by Michael Kors with the

introduction of the new line. I would add social media just for this new denim

collection. New advertising for the new line would be done to market to the

woman who wants Kors but would like to help the plant.

At this time Michael has a very strong social media presence with over 16

million fans on Facebook, 3.6 million followers on twitter and 5.3 million users on

Instagram as well as over a million followers on Pinterest. The new marketing will

engage these old users to also follow the new fan pages as this is a new direction

for Michael Kors. The new line will be offering sustainable recycled cotton denim

jeans as an additional option to his already affordable Michael by Michael Kors

line. All comments and posts will be responded too in 24 hours.

Michael Kors already has a strong website presence and a new section about

the new line will be created with the video on why recycling is important and other

important information about new products and the 20% off discount for recycling

any garment or garments. http://www.michaelkors.com/

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All stores will launch this new line with advertising and signage in store,

stores in larger markets will also show a video that will explain why recycling is

important and what becomes of recycled items. If you recycle you will get a 20%

off coupon for use in the store. Watch I: Collect video here:

https://youtu.be/Jb3MbyjTFTI.

The new Michael Kors “Green with Envy” collection will be made with recycled cotton

fiber. The denim jeans will come in four shades of blue with the option to run additional colors

in the future. The I: Collect company will be helping with the collection process and recycling of

the products into fibers that will then be used in the denim collection. The line will help show

that Michael Kors does understand client’s environmental concerns and wants to offer them a

collection that will make them feel good about their purchase.

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https://youtu.be/Jb3MbyjTFTI.


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Micheal Kors Final Doc^