On the 12th May 2016, Michael Kors opened their biggest store in Europe on Regents Street, London. For the first time there is now a men’s product range in-store. YouCom Media looked at the marketing on offer from past campaigns and devised a course of action for how to take product marketing of fashion brands like Michael Kors to the public.
Product marketing for a retailer examines what products will be offered (in the case of Michael Kors, this is identifying the number of items in a range on offer. How strong is the product line?); It looks at who will be their target customers (how does your marketing communications connect with the type of segment the product wishes to attract?); How are the products going to reach those customers (the distribution channels); And what pricing will the products be offered?
The 16,000 square-foot space in London’s West End is Michael Kors’ largest boutique in Europe, boasting three floors of Kors collections. Michael Kors is celebrated the world over for his affordable must-have-handbags. Nearly every woman has either got a Michael Kors bag in her wardrobe or wants one. His aim, he said, was to make women ‘fall in love’ with his designs.
Michael Kors wanted a façade that houses a kitsch modern interior, with dark Macassar wood floors, Venetian wallpaper and made-to-order marble fixtures. The ground floor has the Michael Kors accessories range, the first floor has a wide women’s wear range and below-ground is the men’s collections.
Product Marketing Managers are the Voice of the Customer to the rest of the company. They have to gain a deep understanding of customer engagement with the product and drive that engagement. Michael Kors ultimately went for the GQ man with an underground pool table, drinks bar, white lighting and many models serving the customers.
To launch the new products for the opening of the new store #MyArrival was launched across platforms to follow four European men on their journeys to London. Each man has a unique style and social following to push the new men’s product range to the London audience; Matthew Zorpas, founder of The Gentleman Blogger with 128,000 followers; Parisian blogger Romain Costa; Mattias Swenson, a co-founder of bloglovin.com used by over 20 million; And DJ Laurens van Leeuwen (dating Victoria’s Secret Angel Romee Strijd and pictured above). This followed #SetYourSights a campaign more tailored to the female product range that has noted over 2.8 million hits.
Follow the YouCom Media news posts to see the next developments.
YouCom Media News, April 2017, London, ‘Product Marketing with Michael Kors.’