This document provides an overview and competitive analysis of Michael Kors and its social media presence. It analyzes Michael Kors' website and Pinterest account, as well as two competitors' websites and Pinterest accounts. Key opportunities for Michael Kors are identified, such as redesigning its website and improving consistency across social platforms. A social media marketing plan is proposed to target trendy up-and-comers through a #KORSNATION campaign on Instagram that allows buying, selling, and trading of pre-owned Michael Kors merchandise. The plan's objectives and timeline are outlined.

1. PSU Center for Executives and Professionals - Spring 2016
By: Sara Kirkpatrick
Competitive Audit

2. Company Overview
Target Audience
Competitive Audit
Key Opportunities
Social Media Marketing Plan
Conclusion
Content

3. • Michael Kors is a global luxury brand, established in 1981, based out
of New York City.
• After 35 years in the fashion industry, Michael of the ‘Michael Kors’
brand was announced as a fashion billionaire, according to Forbes
business magazine.
• Over the last 20 years, as Kors has established his personal brand
presence through his affiliations, he has also been involved in
humanitarian efforts.
• Kors is responsible for donating and raising funds for dedicated
cancer research, along with helping provide hot meals to people living
with HIV/AIDS.
• Michael Kors was also selected for the top 100 most influential people
in the world back in 2013.
Michael Kors Company Overview

4. Michael Kors operates in the luxury end of the fashion and retail sector. It engages in the
design, marketing, distribution, and retail of branded goods.
Michael Kors Target Audience
Value Luxury and
Quality W/
Affordable Prices
Sophisticated Yet
Edgy
The company transformed into a high-end, luxury accessory, footwear and apparel brand,
with a global presence and stores in the most prestigious cities in the world.
Self-Aware and Style
Conscious
Value Luxury and
Quality
Middle to Upper Class
Urban/ Cosmopolitan

5. Home Page
SEO Audit:
Custom 404 Page
Breadcrumb Navigation
Site Map
Blog or RSS Feed
Robot.txt file
Social Sharing Buttons
Optimized Anchor Text
Links to Social Media Profiles
Visual Presentation 5
Messaging and Content 3
Calls to Action (CTA) 4
TOTAL: 12/15
Website Scoring:
Analysis:
Consistent Brand Presence
Clean and Clutter-Free lLayout
Mobile - Responsive
Multiple CTA’s
Clickable Images and Content
Social Media Sharing Buttons
Social Media Customer Login Feature
Site Map
Call To Action (CTA)
Website (Landing Page)

6. 14 Boards
4.3K Pins
56 Likes
191.1K Followers
109 Following
Visual Presentation 5
Messaging and Content 5
Calls to Action (CTA) 4
TOTAL: 14/15
Pinterest Scoring:
Analysis:
Consistent Brand Presence
Clear Board Titles
Organized Content
Variety of Pins (Fashion-Foodies)
Visible Company Website link
Twitter Social Media Link
Pins from Alternative Sources
Pinterest
Board Titles
Pins
Social Media Platform: Pinterest

7. SEO Audit:
Custom 404 Page
Breadcrumb Navigation
Site Map
Blog or RSS Feed
Robot.txt file
Social Sharing Buttons
Optimized Anchor Text
Links to Social Media Profiles
Visual Presentation 5
Messaging and Content 4
Calls to Action (CTA) 5
TOTAL: 14/15
Website Scoring:
Analysis:
Consistent Brand Presence
Clean and Clutter-Free Layout
Mobile - Responsive
Clickable Images and Content
Site Map Easily Accessible
Social Media Sharing Buttons
Variety of CTA’s
Home Page
Site Map
Call To Action (CTA)
Website (Competitor #1)

8. 13 Boards
1.5K Pins
6 Likes
59.1K Followers
71 Following
Visual Presentation 5
Messaging and Content 2
Calls to Action (CTA) 3
TOTAL: 10/15
Pinterest Scoring:
Analysis:
Consistent Brand Presence
Clear Board Titles
Organized Content
Usage of Hashtags
Visible Company Website link
Twitter Social Media Link
Clothing and Accessories Pins
Pins from Company Website
Pinterest
Board Titles
Pins
Pinterest (Competitor #1)

9. SEO Audit:
Custom 404 Page
Breadcrumb Navigation
Site Map
Blog or RSS Feed
Robot.txt file
Social Sharing Buttons
Optimized Anchor Text
Links to Social Media Profiles
Visual Presentation 5
Messaging and Content 5
Calls to Action (CTA) 5
TOTAL: 15/15
Website Scoring:
Analysis:
Consistent Brand Presence
Clean and Clutter-Free Layout
Mobile - Responsive
Additional Site Tab (Men’s Line)
Clickable Images and Content
Social Media Sharing Buttons
Catchy CTA’s Various Locations
Home Page
Additional Site Tab
Call To Action (CTA)
Website (Competitor #2)

10. 19 Boards
26K Pins
29 Likes
303.4K Followers
315 Following
Visual Presentation 5
Messaging and Content 5
Calls to Action (CTA) 5
TOTAL: 15/15
Pinterest Scoring:
Analysis:
Consistent Brand Presence
Clear Board Titles
Organized Content
Pins Series (Pinterest Campaign)
Usage of Hashtags
Visible Company Website link
Twitter Social Media Link
Creative Landscape of Pins
Pins from a Variety of Sources
Pinterest
Board Titles (Series)
Pins
Pinterest (Competitor #2)

11. Re-design company website to stand out from competitors (color palette
differentiation)
Manage constant brand image consistently across all social platforms associated with
the company (Instagram account contains better content than the current Pinterest)
Direct fans to trending MK specific hashtags by creating Pinterest boards dedicated
to these hashtag pins.
Call to Actions on website are plain and traditional - revamp these CTA’s to create a
sense of urgency and authenticity
The incorporation of a site map would be helpful to customers and site visitors
Competitors (Kate Spade) utilize social tools such as blogging to drive fan traffic to
their Pinterest platform and website, in addition to launching Pinterest exclusive
campaigns
Company Michael Kors Coach Kate Spade
Visual Presentation 5 5 5
Messaging and Content 4 4 5
Calls to Action (CTA) 4 5 5
TOAL: 13/15 14/15 15/15
Summary Scoring:
Key Opportunities

12. • Recommendation for the target market is
Trendy Up-and-Comers.
• Media strategy would be to target Trendy
Up-and-Comers through online magazines,
social media, and online shopping websites.
• Micheal Kors’ ultimate goal would be to
make Trendy Up-and-Comers brand-loyal to
their company and transform them into
social influencers.
Michael Kors: Social Media Marketing Plan
Target Audience
Objectives
1.Increase the perception of Michael
Kors among women 24-35 by 25%.
2.Become the top brand considered
for women in the U.S. region.
3.Reach 80% of our target
audience on social media
4.Increase Social Media Followers
by 55%.

13. #KORSNATION Campaign
Michael Kors: Social Media Marketing Plan
Kors World
#KORSNATION
Snap. Shop. Own.
Sign Up
Instagram #KORSNATION will
become a platform to buy, sell, trade
previously owned MK merchandise.
Consumers can buy, sell, trade MK
designer merchandise exclusively
amongst themselves.
Directed to millennial fans to drive
engagement with the brand and other
MK social users.
MK will quote the resale value of their
previously sold merchandise for users.
Promotion will be launched on MK’s
website and promoted throughout
other social media (FB and Pinterest).
“The #KORSNATION Campaign
will be a online platform for fans
to buy, sell, trade previously
owned Michael Kors
merchandise.”

14. Michael Kors: Social Media Marketing PlanMichael Kors: Social Media Marketing Plan
Michael Kors currently utilizes all the right social media
channels. MK is presently on Facebook, Twitter, Instagram,
YouTube, and has its own blog. There are no suggestions for new
social media channels to adopt, but would like to see its
interaction change on existing social platforms.
The strength of Micheal Kors is created by their memorable
brand experience. Customers love talking about their story and
sharing their experience online. During the duration of our
campaign, social media vehicles will stay consistent with the
existing social platforms for MK (Facebook, Twitter, Instagram,
and YouTube.)
The following is a mind-space calendar which represents the
launch timeline for our #KORSNATION social media campaign:
May 24th JunJun 8thJun 1st Jun Sep.24thSep.12thJul 5thJun
In-store
distribution of
promotional
campaign
Teasing period: create
campaign content
Campaign Launch
Campaign
Continue to promote on
social sites
Campaign metrics
End CampaignSocial media content continues on
platforms
Conclusion