In the matter of advancing with the Times, the American light luxury brand Michael Kors has never left a half step. In a country where there is no haute couture tradition, and jeans are born, Michael Kors a heavy historical burden and strives for a more leisurely and efficient lifestyle.
Now on the streets of the United States, Michael Kors handbags and watches are everywhere, to a large extent, the light luxury brand has become synonymous with American fashion. Although often criticized as “too commercialized”, Michael Kors’s vision has been demonstrated with the full penetration of leisure style and pro-populism in the fashion industry in recent years.
Michael Kors in 1981 created the same name light luxury brand, the brand completely project the designer himself a complete set of life philosophy. The identity of child actors since childhood has given Michael Kors a chance to glimpse the lifestyle of American celebrity celebrities. Later at the New York Fashion Institute Fit Learning Design, he used the internship in Lothar ‘ s to start exercising with the celebrity circle of communication skills. Before graduating, officially started the fashion business.
“What is American fashion?” The United States does not have a history of advanced customization, but we invented jeans, T-shirts, sneakers, we invented the casual style, we designed for ‘ speed ‘ and the birth of fashion and accessories. “In an exclusive interview with Michael Kors in the fashion headlines, he has been unabashed in his pursuit of a faster and more efficient lifestyle, designed to cater to the versatility of busy business people, which condenses into the brand’s core jet set style.”
While it is still customary to define brands such as Michael Kors, Ralph Lauren, and Tommy Hilfiger in the fashion of the United States, with the development of globalization, the comfortable and leisure lifestyle is gradually recognized, and American fashion has become a global fashion. “Michael Kors will never flag slogans, but if it is comfortable and changeable, and the product of busy life is American fashion, then people call us fashion, but I think we are global.” ”
So while the luxury industry has always been known for its conservatism, globalisation and social media have long appeared on the brand’s agenda for the daring Michael Kors.
The first is rapid global expansion, with a near-radical open shop strategy that makes Michael Kors a global household. With the increasing importance of the Chinese market, Michael Kors brand has increased its commitment to the Chinese market.
“With the expansion of our store network, increased brand awareness and strong growth in Chinese business, the number of stores is expected to reach 200,” said Brand CEO John Idol. China’s urbanisation has accelerated, the middle class has grown faster, and consumers ‘ buying opportunities have brought better growth opportunities for businesses. ”
Michael Kors, who is keenly aware of Chinese consumers ‘ close attention to fashion, thinks young people in China tend to focus on fashion earlier and become more international than younger Americans.