While highend luxury sales have been reduced over the last years, affordable luxury brands have gained popularity among Chinese consumers.
Integrate digital platforms is the secret of Michael Kors success in China.
Since 2o13, affordable luxury brands such as Michael Kors have seen significant sales growth due to the Chinese increase middle-class and the popularity of e-commerce platforms.
Michael Kors is an American fashion brand established in 1981. The luxury brand includes products such as accessories, footwear, watches, jewelry, men’s and women’s ready-to-wear, eyewear and fragrance products.
With the aim to integrate its business in the Chinese market, the fashion brand launched its chinese-language website in 2013 and has used some of China’s most famous models to promote its brand in the country.
During the last years, Michael Kors has become the most searched American brand by Chinese Internet users in the affordable luxury segment.
Nowadays, the purchasing habits of Chinese luxury consumers are changing. Now they prefer niche brands such as Michael Kors instead of traditional luxury brands such as Gucci and Louis Vuitton. They consider the niche brands as a way to differentiate themselves from the rest of Chinese luxury consumers.
Michael Kors have a strong presence on social media platforms:
These days, brands are more aware of Internet power, especially in China and therefore they are attempting to establish relationships with consumers through social media platforms and Michael Kors is doing a great job.
Maybe, one of the main reasons of Michael Kors success is that the brand has integrated digital tools such as social media platforms on its marketing strategy. The fashion brand has an active presence on WeChat and Weibo and is continually launching campaigns via those social platforms in order to interact with its followers and provide them a personalized communication.
Michael Kors has launched many campaigns on Weibo and Wechat:
Through different online campaigns, Michael Kors has improved the brand recognition in China and has engaged with consumers.
In 2014, Michael Kors opened its first flagship store in Shanghai, and the brand developed a campaign around the event called “Jet Set Experience”.
For this campaign, Michael Kors caught the consumers interest by posting content related to travel on Sina Weibo. Then, the luxury fashion brand introduced contests on WeChat and Sina Weibo to increase the interaction with users. The next step was join together with Elle China, the prestigious fashion magazine and also with social influencers in order to gain credibility. In addition, the brand created a microsite where influencers could show their versions of the jet set lifestyle.
Through many contests, especially on WeChat, users had the chance to attending the Jet Set event. Nonetheless, the American brand launched an 360-degree application that allowed users to watch the fashion show. In addition, the brand also provided content about the event via social platforms.
Thanks to social networks, Michael Kors has the chance to reach a huge number of potential consumers, communicate with them and increase their sales. Michael Kors still combining online and offline strategies to get a maximum impact in China.
If you want to increase your presence and your sales in China, don’t hesitate to contact us.
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— Fashion China Agency (@ModelChinese) 1 Novembre 2014
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— tendance Marketing (@Marketingtendan) 20 Octobre 2014