Michael Kors Consumer Behavior Presentation Brandeis University

1. Mrudula Menon, Parth Shah & Sambit Datta

2. Agenda
• About Michael Kors
• Competitive Strategy
• Marketing Strategy
• Brand Profiling
• Perceptual Mapping
• Focus Group Findings
• Conclusion

3. About Michael Kors
• Global luxury life-style brand with a jet-set aesthetics
• Led by the American Fashion Icon - Michael Kors
• Operate in 3 segments : retail (48%), wholesale(47%)
and licensing(5%)
• 288 North American retail stores
• 117 international retail stores

4. COMPETITIVE STRENGTHS
• Rapidly Growing Luxury Lifestyle Brand
with Best-in-Class Growth Metrics
• Design Vision Led by World-Renowned,
Award-Winning Designer
• Multi-Format Retail Segment with
Significant Growth Opportunity

9. Competitive Strengths
$150 - $500 $50 - $500 $20 - $150 $100 - $300
Source : Michael Kors Annual Report

10. Competitive Strengths

11. Competitive Strengths

12. Competitive Strengths

13. Competitive Strengths

14. Competitive Strengths
Source : Michael Kors Analyst Call Report

15. Competitive StrengthsON & OFF THE RED CARPET

16. MARKET SHARE – LUXURY HANDBAGS
• Rapidly Growing Luxury Lifestyle Brand
with Best-in-Class Growth Metrics
• Design Vision Led by World-Renowned,
Award-Winning Designer
• Proven Multi-Format Retail Segment
with Significant Growth Opportunity
Source : Experian Market Services 2013

17. Source : Digital Luxury Group Study
TOP 10 MOST SEARCHED HANDBAGS

18. Perceptual Mapping

19. Perceptual Mapping – Multi Dim

20. MICHAEL KORS BRANDS
Handbags & Small Leather Goods -
$500 - $6000
Footwear - $300 - $1200
Women’s Apparel - $ 400 - $4000
Handbags - $200 - $800
Small Leather Goods - $50 - $200
Footwear - $70 - $500
Women’s Apparel - $ 50 - $500

21. CUSTOMER SEGMENTATION
Male
Female
<18
18 - 25
26 - 35
36 - 45
46 - 55
>55
Art
Auto
Business
Cooking
Education
Fashion
Food
Health & Fitness
Home & Garden
Literature
Movies
Music
0.3x
1.8x
0.7x
1.1x
1.06x
1x
0.9x
0.8x
1.5x
0.7x
0.6x
1.1x
1.06x
2.8x
1.1x
0.7x
1.08x
0.94x
1x
1.4x
TARGET DEMOGRAPHIC
82% of Michael Kors customers are Female
36% of Michael Kors customers are aged between 26-35
Top 3 interests of Michael Kors customers are Fashion, Art and Music
Core customers of Michael Kors are Female & majority are Young
While Michael Kors is a Luxury brand, it is also Affordable & Attainable
which helps in attracting Young Consumer
Michael Kors products and stores cater to Fashion, Music & Art
Source : Statsocial Report on Michael Kors

22. Laddering – Connecting Product With Customer
• How important is handbag to you?
• Response : Its very important
• In what way it is important to have a handbag ?
• Response : It carries everything I need and the color adds to my outfit instantly
• What are the various occasions where you go with your handbag?
• Response : My work, meetings, shopping, parties
• Do you really care about our handbag when you are out?
• Response : Yes, because it is complementary to my style, overall look and outfit.
• If handbag is important, would you go out of your way to spend?
• Response : Yes, I am very choosy about the brand and I don’t mind paying extra
• Why would you like to pay extra for your handbag?
• Response : It helps to reflect the way I carry myself, prestige and social status. I feel confident
and happy
ATTRIBUTE
Functional
Aspects Of The
Product
CONSEQENCES
Psychological
Effect on
Customer
CORE VALUES
Emotional
Payoffs

23. Focus Group Findings
Attributes
Brand Image, Design, Price, Exclusivity,
Quality, Color
Consequences
Fashionable, Impulsive Purchase, Freedom,
Youthful
Core Values
Attractive, Unique, Ego-Expressive, Confident

24. Conclusion
Style Utility Value for Money Youthful
aspirational needs
esteem needs
social needs
safety needs
hygiene needs
“I only carry exclusive
designer handbags.”
“People always talk about my bags.”
“I love to use this bag for all occasions.”
“I don’t mind paying little extra for this bag.”
“It carries everything I need.”

26. Perceptual Mapping

27. Perceptual Mapping – Multi Dim