Michael Kors Performance Growth Crisis

Michael Kors shops, both distributors and retail outlets, are all over the world. They are also permanent shops in Outlets. As a light luxury brand, the company's problem is not to get too close to consumers, but to launch a more powerful product line. To make matters worse, Mickael Kors has been accused of plagiarism in the past year.

Michael Kors has been strong in recent years, benefiting from the popularity of handbags and watches. But its growth has slowed recently, and the company's outlook for the future is not optimistic. Where did Michael Kors go wrong?

"It has been working hard to catch up with fashion, especially for some affluent young consumers." Industry expert Robin Lewis analyzed this on his blog. Lewis also compared Michael Kors with Tommy Hilfiger, which reached the peak of brand development around 1990s.

　　 Michael Kors It has been positioned as an ambitious brand. It is a representative brand of "light luxury". Consumers who pursue professional, rational and big city will be willing to pay for it. But after everyone had a MK package, the first batch of consumers had left it, and a large number of new consumers (blurred, popular instead of pursuing the initial ones). Brand spirit Redefining the meaning of the brand.

Such cases do not happen only on Michael Kors, but also in Burberry. Iconic The grid pattern is reused by the replicas of the streets and alleys, making the identification of the brand worthless. In the end, Burberry abandoned all stripes and used it only in places that were not noticed.

The same as Michael Kors is the COACH of light luxury line, and also had the confusion of brand positioning in the previous two years. In the past 10 years, the positioning of COACH has been "Accessible Luxury". After the rapid spread, sales in Europe and America began to slump, but in Asia, especially in China, it is still regarded as a fashion brand.

In 2014, COACH turned its location into "Modern Luxury", trying to enhance the brand's fashion sense and experience price. It includes gradually closing stores that dilute brand values, reducing discounts, and increasing the supply of new products with higher pricing, updating the concept of stores and promoting new positioning. Of course, COACH's initiatives are to recover some of the market share from the rising stars Michael Kors and Kate Spade.