Michael Kors--Nan Ding

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Text of Michael Kors--Nan Ding

  1. 1. Presented by Nan Ding
  2. 2. Apparel and accessories Young men and women enjoying American elite fashion Founded in 1981, 95 countries Jet-set American lifestyles
  3. 3. Strengths
  4. 4. Weaknesses Limited number of distribution facilities Source: http://www.wsj.com/articles/popular-or- overexposed-michael-kors-walks-thin-line-1406911371
  5. 5. Opportunities
  6. 6. Threats Changes in consumer spending patterns
  7. 7. Competitive Advantages Design vision and team Brand equity Strong management team Strong partnerships with leading retail brands (Macys, Neiman Marcus) Source: https://coachinc.wordpress.com/assignment-1/brand-positioning/competitor-analysis/
  8. 8. Positioning Map
  9. 9. Key Success Factors The first retailer to fit the market (HENRYs) Trendy, simple, yet elegant jet-set lifestyle Innovative design Enhanced multi-channel strategies
  10. 10. POPULAR OR OVEREXPOSED? Michael Kors expansion in the U.S.A
  11. 11. Reasons for a crash Everyone is wearing MK--Kiss of death Inventories are piling up The several brands strategy could backfire
  12. 12. 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
  13. 13. Asia market: China Source: http://www.businessinsider.com/michael-kors-is-most-searched-for-brand-2013-2
  14. 14. Thanks!