michael kors--nan ding
TRANSCRIPT
Presented by Nan Ding
Apparel and accessories
Young men and women
enjoying American
elite fashion
Founded in 1981, 95 countries
Jet-set American lifestyles
Strengths
Weaknesses
Limited number of distribution
facilities
Source: http://www.wsj.com/articles/popular-or-overexposed-michael-kors-walks-thin-line-1406911371
Opportunities
Threats
Changes in consumer spending patterns
Competitive Advantages
• Design vision and team • Brand equity • Strong management team• Strong partnerships with leading retail brands
(Macy’s, Neiman Marcus)
Source: https://coachinc.wordpress.com/assignment-1/brand-positioning/competitor-analysis/
Positioning Map
Key Success Factors
• The first retailer to fit the market (HENRYs)• Trendy, simple, yet elegant jet-set lifestyle• Innovative design• Enhanced multi-channel strategies
POPULAR OR OVEREXPOSED?
Michael Kors expansion in the U.S.A
Reasons for a crash
• Everyone is wearing MK--Kiss of death• Inventories are piling up • The several brands strategy could backfire
Solutions
• Lesser discounted stores• Develop slowly but surely• Europe and Asia are the target markets• Enhance jet-set lifestyle in product design; develop
accessories segments, men and kid categories
Asia market: China
Source: http://www.businessinsider.com/michael-kors-is-most-searched-for-brand-2013-2
Thanks!