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!