Store Michael Kors

Product range. Michael Kors are essentially a casual office attire specialist. They favour clean-cut silhouettes that are moderately feminine and sexy. A far cry from baggy and boxy minimalist clothing. Classic British khaki trench coats, wide-leg trousers, flared jeans, understated merino wool jumpers, fitted dresses in solid colours with detailing kept to the minimum, pencil skirts, and chiffon blouses: collections by Michael Kors always look the same. The most in-demand product by Michael Kors (and, perhaps, the only recognizable one) is handbags.

Originality. Michael Kors target broad audience, the aura of luxury notwithstanding (just think about their high end retail spaces, eye-catching packaging, and glossy lookbooks). The power of exclusivity trompe-l'œil matched with relatively affordable pricing has yielded most impressive results with handbags. Some time ago their handbags were sold in hundreds because they look like Saint Laurents and Guccis available at the price point of Furlas or Uterques, even though the latter offered way more ingenious designs.

Chic. Anything but edgy. In Michael Kors collections, culottes, leather jackets and mixed fur vests are well outnumbered by the staples like wrap dresses, pencil skirts, and trench coats. This proves that the brand is well-aware of the latest trends, but follows them in a very subtle way.

Pricing. Fur-trimmed down coats cost £495, dresses are £200, a pair of jeans is £150.

Corporate history highlights. Michael Kors started his enterprise in the early 1980s and from the very beginning catered to broad audience. In 1997, he took the reins of Céline's women's ready-to-wear design and creative direction. Michael Kors succeeded in quickly building a cult following around the brand's new collections and proved that he was a clever choice for the post. Time and again Kors shines when it comes to well-calculated marketing strategies. In 2000, Michael Kors launched his first boutique and since then has dedicated himself to the development of his own brand. Nowadays, the company boasts over 550 namesake stores in 57 countries worldwide.

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