About Us

Michael Kors is an award-wining globally recognized designer who established a company of the same name  in 1981 and has proven successful in translating jet set luxury into a lifestyle brand with products raging from apparel, shoes and accessories for men and women ready to go anywhere!

Value Proposition

Products that are modern in design, high in quality and accessible to a broad target audience because of a three tier brand that includes the luxury, bridge and lower price labels MICHAEL KORS, KORS Michael Kors and MICHAEL Michael Kors.

E-SCM and CRM

E-Supply Chain Management

•OceanGuaranteed Service from China to Port of Long Beach, CA and then to the distribution center in New Jersey takes 20 days.

•At origin, OceanGuaranteed containers are loaded last onto ships and are first off once the ship reaches the Port of Long Beach.

•OceanGuaranteed also has a lower carbon footprint than airfreight. According to data from the Network for Transport and the Environment, containerships on average produce 97 percent less carbon emissions and use only 1.3 percent of the energy of an air freighter to transport one ton of cargo one kilometer.

•The Company requires all employees and management who have direct responsibility for supply chain management to take a course directed at raising awareness regarding the risks of human trafficking and slavery in supply chains, identifying potential risks and addressing those risks when human trafficking and slavery are suspected.

Customer Relationship Management

For E-Commerce

•Call a customer service representative from Michael Kors: 1.800.908.1157

•E-mail

      Hyperlink on website to send an e-mail to Michael Kors

•Online Chat

      With a customer service representative for Michael Kors

Brand Awareness

Michael Kors has truly become a global brand covering the Americas and Europe and with growing brand awareness in Asia. The MK logo is iconic of fine, modern fashion but yet accessible to broad demographics and because of the great product offerings there is something for everyone and the consumer knows it.
 
It is a lifestyle brand that attempts to attract the younger consumer with accessories and carry her/him through out the years into the luxury collections. In the public eye, thanks to his appearance in Project Runaway, he is a fashion guru and the consumer interprets and trusts his fashions as chic and current.

Customer Behavior & Attitudes Toward

The public is susceptible to the strong image and the goodwill associatedwith Michael Kors as judge from Project Runway and for being the face of“Watch Hunger Stop” program, a mission to help alleviate world hunger.Being the Chief Creative Officer he has provided design and executiveleadership to the company since its inception and he is closely identified with the brand that bears his name.  This closeness and involvement with the brand translate into great products that the customer is willing to purchase at a great value time after time.

With the launch of the  MICHAEL Michael Kors collection, brand awareness within the United States has grown exponentially, increasing from 11% in 2004 to 71% in 2011. Also, sales of accessories have grown at an approximately 57.6% CAGR over the last three years, outperforming industry growth. Net sales of accessories and related merchandise (including handbags, small leather goods, footwear, watches, jewelry, eyewear and fragrance) in the retail and wholesale segments accounted for approximately 62.3% of our total revenue in Fiscal 2011.

As a result of increased brand awareness Michael Kors  anticipates that sales of accessories and related merchandise will continue to grow and will become an increasingly important driver of global comparable store sales growth.

Market & Customer Segmentation

Market Segmentation: 

Wholesale and retail luxury goods market.

Customer Semgentation: 

Male and female consumers in Gen X and Gen Y.  Strong relationships with premier wholesale customers such as Bergdorf Goodman, Saks Fifth Avenue, Neiman Marcus, Holt Renfrew, Bloomingdale’s, Nordstrom and Macy’s in North America; and Harrods, Harvey Nichols, Selfridges and Galeries Lafayette in Europe. These relationships enable Michael Kors access large numbers of our key consumers in a targeted manner.

Part of the customer segmentation involve initiatives that are designed to transform the Michael Kors displays at select department stores into branded “shop-in-shops” with specially trained staff to provide department store consumers with a more personalized shopping experience than traditional retail department store configurations.   These initiatives have helped increase total revenue for our wholesale and retail segments.

Brand, Product and Company Positioning

    Michael Kors operates in the growing global luxury goods industry, which, according to the Altagamma Studies , is predicted to grow from $230.1 billion in 2010 to between $299.3 billion and $305.9 billion in 2014, representing a 7% compound annual growth rate (“CAGR”).

    While apparel makes up an important part of the business, there is a growing focus on luxury accessories and footwear, positioning the brand to participate in what was the most resilient and fastest growing product category within the global luxury goods industry from 2005 to 2010.

    In 2010, the accessories product category generated sales of approximately $57.5 billion, representing 25% of total sales for the industry. The majority of current sales come from North America and Michael Kors continues to build the business and brand awareness in Europe and Asia.