#Fashion #Fashion Brands in China #Fashion trends

The secret of Michael Kors success in China

Last modified: March 15, 2015

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.

website mk

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”.

jet set

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.




Fashion logos

Let's Discuss Your Project?

We are the Most Visible Digital Agency in China

Contact us

Latest China Marketing News

Understanding the Chinese Lingerie Market

One thing is certain, it is that the subject of lingerie divides cultures and countries. From the manufacturers' point of view, it is obvious that a woman's body must be shown to present lingerie products. However,…

Read More >

Lingerie & Underwear Distributors in China (Wholesalers, Retailers)

We will explain how to find list of distributors & wholesalers in China for your lingerie & underwear brand in China. In this page, we will guide you and explain how lingerie & underwear market distribution…

Read More >

Chinese Distributors & Resellers for Fashion, Clothing and Apparel Brands

The first step is to identify these Chinese distributors You want to contact Chinese distributors, resellers of fashion clothing in China, or get in touch with apparel distribution players (even know agents)? We may provide you…

Read More >

How to Sell your Luxury Products Online in China

Chinese consumers, biggest luxury good spenders Chinese are known to be big spenders and buyers of luxury products. Consumers of these luxury products come in all ages, all shapes and sizes, all regions in China. Though,…

Read More >

The Chinese Online Luxury Market is Increasing in Demand

What about the Chinese online presence? Chinese online presence have been going up and continues to go up, with China already the world’s largest internet population, at the same time, the world’s largest e-commerce or on-line…

Read More >

Top 5 Online Fashion Magazine in China

One sure thing, China is on the road to becoming the largest fashion market in the world. She shows the brands a true fashion passion which made China their second home. China attracts international designers and…

Read More >

1 thought on “The secret of Michael Kors success in China”

  1. Mickael Kors success in China is not surprising! The brand is not as efficient in Europe as in China. Which are the top foreign luxury brands in China in 2020?

Leave a Comment

Your email address will not be published. Required fields are marked *