What Are The Reasons For Michael Kors'S Leading Role In Social Media?

In order to develop the best content, Michael Kors has created a new world of new media, encouraging teams to spend time every day to exchange recent trends.

It has become the most digitized one.

In just ten years, it has become a strong rival with Coach, a lightweight luxury brand of more than 70 years.

Michael Kors has been hung up on the title of "best understanding of social media" for some time.

Today, Michael Kors social media fans have more than 38 million, the latest quarterly report shows that Asian sales surged 30%, social media promotion.

According to the world clothing and shoe net, Michael Kors currently has 10 million 400 thousand fans on Instagram, 5 times the number of fans of its rival Coach.

On the way to the United States, people will find Michael Kors handbags everywhere, but in fact Michael Kors is more famous for its watches.

The famous instagram paragraph, Fuckjerry, even joked that "Your mouth says you are not like other girls girls," she says that you are different from other girls, but your "wristwatch" proves that you are duplicity.

This is a black piece, but it hints that all American girls are wearing MK watches.

Many people are very puzzled. Why can't this brand of long established brand be able to win in the American luxury market so fast?

Needless to say, Michael Kors himself participated in the reality TV show when he was at the foot of the bridge, and his relationship with all kinds of stars made him very easy to establish "women's girlfriends" in the American mind.

"The brand image."

But it is actually a new media marketing idea that keeps Michael Kors ignited in the United States.

The degree of freedom and dissemination of new media has made the effect of marketing unprecedented.

In the past, brands wanted to make voice through the media, and had to deal with the problem of media investment. But now social media has built a self propagation media platform with virus spread nature. The rapid spread speed of one pass, 22 passes and three leads to an interesting idea that can instantly detonate the whole world.

L2, the famous digital marketing organization in the industry, ranks the number of brand marketing figures every year.

Michael Kors is among the best in the L2 survey.

In fact, before Michael Kors entered the Asia Pacific region, the headquarters of the Asia Pacific market communication manager was set up in New York headquarters, which was managed remotely in New York.

Fashion brands worry that the image will be distorted in another country, so all instructions, directions, shooting and mapping must be made from New York headquarters.

What they need is a manager who understands Asian markets, social media and brand names to control strategies and directions, specialize in Asian markets, and pmit headquarters knowledge to the Asia Pacific region for the first time.

From #MKShanghai to #MKTaipei to #AllAccessKors to #KorsChengdu and then to Beijing, Michael Kors combines headquarters and regional creativity and implementation to create regional innovation at the same time of global unification.

So what are the reasons for Michael Kors's leading role in social media?

1., dare to be the first person to eat crab in fashion industry.

One of the famous features of Michael Kors is that it has put the focus of the world on digital media very early, and has got rid of the way of investing a lot of money in traditional media.

When other brands are still immersed in traditional media, Michael Kors has become one of the first fashion brands that dare to bet on social media.

At first, many people thought that Instagram was just a filter software, but Michael Kors identified it as a social networking tool with the potential of the future. So it became the first brand to land on Instagram, and the first brand to test the advertisement of water Instagram information flow. The media evaluation has a "foresight" and "novelty".

When many brands still publish low, hard and wide photos on Instagram, Michael Kors has devoted special budgets to produce high-definition and social media properties.

Michael Kors's social creative team constantly seeks for high-quality photography teams, mining talents with creative talents in social media, insisting on the idea of content as king and putting creativity in every photo.

According to Doriskeke, who once worked as a new media manager at Michael Kors, the idea of Michael Kors headquarters marketing team is "I don't need a silent manager. I need people who are full of opinions and have their own ideas and courageous."

According to ListenFirst's report, in the 2017 spring and summer fashion week in New York, Michael Kors has become the most popular and popular brand in social media.

In the 2016 spring and summer of last year, the social media performance of Michael Kors ranked second in New York women's wear week.

2., behind the establishment of the brand is humanized creativity and intentions.

Good marketing will not let you perceive it as an advertisement.

It does not make people feel that this is a tool to sell products, but rather to convince consumers that this is a platform for brands and designers to tell stories to fans.

Social networking needs creativity and traditional platform is different, users like to see is not the face of the model, nor is it excessive promotion, users want to see closer to life, interactive pictures and text.

In order to develop the best content, Michael Kors has created a new world of media. It encourages the team to spend time every day to exchange recent hot trend, and to brush up various social networks in a few minutes, as well as to the latest topics and other brand creativity, like a small creative advertising company in Michael Kors.

3. a good team is like a small start-up company, and CEO is the angel investor behind it.

The characteristic of the fashion industry is that unlike consumer goods that need to follow the market too much, and allow the establishment of a platform to lead the trend and build brand, the brand team has the freedom to pursue creativity.

Doriskeke believes that things from the needs of consumers must be humanized, and human nature will be loved by fans.

For example, every quarter of the New York fashion week Michael Kors team will introduce different concepts to convey New York in the hearts of fans.

Michael Kors has made a "phantom of the city" WeChat H5 page with T creative and Chinese team, and created a city phantom belonging to consumers through a self key self timer.

During the chat with interns, Michael Kors team heard a app called like-to-know-it, which allows users to buy products seen on instagram, so Michael Kors immediately did its own like-to-know-it one key purchase of instagram products embedded software.

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4. China's social media environment is more complicated than the United States.

However, Chinese social media is not the same as American social media.

It is not always feasible for the US strategy to copy to China.

Apart from cultural differences, China has a completely different social networking system, which has created a completely different strategy and user experience.

The social network in the US pays great attention to user experience, and optimizes it with the help of big data and user habits.

Now landing on Facebook, "new things" are arranged according to the preferences of different users.

Similarly, the sales of Facebook and Instagram will also be responsible for brands. Regular advice will be given to the brand side, giving the brand more perfect platform to present their creativity, and make the brand a fan's friend instead of an advertiser.

In the United States, many users are willing to focus on brands to see the news they deliver, while there are few users in China who really care about brands.

The rise of WeChat has given the brand new space for creativity in China. Michael Kors has also become a leader in China. Both the Chinese electricity supplier, the customer management system, the publishing of membership system and the choice of spokesperson have made this American luxury brand once again eat crabs.

The complexity of the Chinese market has made it particularly complicated to be purely social in the United States, but in the final analysis, creativity is culture related, but it is also immutable.

Apart from these tactical differences and subtle pformations, consumers are fond of seeing interesting and creative things, rather than watching advertisements.

Some KOL are so popular because their content is real, close to Chinese life, interesting and helpful.

5. what did Michael Kors do in China's social media?

In addition to the continuation of the US social media tradition and the continuous introduction of social media online activities, Michael Kors is launching more localization initiatives in China, including trying new platforms and employing local stars as spokesmen.

Last year, during the Spring Festival of monkey year, Michael Kors and the largest photo social software "in" jointly launched the #MonkeyAround# sticker creation competition, calling on fans to make use of ten creative monkey year stickers to customize the new spring beauty.

This is also the first cross-border cooperation between the fashion industry and the mobile social networking app in China, and Michael Kors has become the first luxury fashion brand to cross the border with the photo social software "in".

At the end of August this year, Michael Kors officially launched the first service Mini program in the luxury industry in China to further promote the brand digitalization process and become the first batch of brand of water testing small program.

The latest WeChat Mini program is mainly aimed at brand members. According to the brand, the platform will carry out the loyalty plan of the brand Greater China region, providing more brand courtesy, perfect after-sales service and professional online fashion consultant for customers.

Consumers can check member information, brand courtesy, query paction records and enjoy after-sales maintenance on the Michael Kors applet platform anytime and anywhere.

At the same time, the small program also provides the integral hints for the renewal and upgrading of members. All members' information and instructions are all pparent to facilitate consumers' use.

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While launching small programs, Michael Kors is still trying to get through the barriers between online and offline, upgrading the full channel after-sales service experience, so that consumers can not only enjoy after-sale services at various stores, but also provide the same service experience for Chinese official online boutiques and WeChat Mini program clients.

At present, Michael Kors is currently the only brand in China's fashion luxury industry, which has realized the mainland China, Hongkong Macao and Taiwan Greater China, including China's official online boutiques and offline boutiques online and offline members database and brand courtesy information. Whether it is membership information, paction data or preferential information, will be real-time calculation, online and offline multi terminal real-time synchronization.

Through the introduction of WeChat applet, Michael Kors hopes to use higher membership viscosity, close to consumer marketing activities and large data collected on the platform, more directly for online and offline sales services, emphasizing small program traffic realizable function.

In addition, Michael Kors also takes part in the content production of Chinese social media from the most popular social media traffic star in China.

In September 12th, Michael Kors announced that Yang Mi was the first spokesman in the world. This is Yang Mi's first light luxury brand endorsement.

The picture is Michael Kors, the world's first spokesperson, Yang Mi and Michael Kors chairman and chief executive officer, John D. Idol.

Yang Mi, who has about 70000000 followers on social media micro-blog, is one of China's most capable "goods" stars, and is known as the "Queen of goods".

After the announcement, Yang Mi forwarded Michael Kors to announce that it was the world's first brand spokesperson. The volume of micro-blog forwarded to 130 thousand reached 30 thousand comments and 190 thousand praise, creating a new record of micro-blog's forwarding and comment on the brand.

According to the digital agency L2 survey, Yang Mi, a female star, shared more than 12 million comments and commentaries on the micro-blog and live broadcast websites to share with 72 million fans the designer Michael Kors's birthday message for her birthday party.

In the Alibaba's latest report on the impact of star consumption, Yang Mi was named the most influential Chinese star for consumers with a combined score of 128.5.

Some analysts believe that behind the invitation of Yang Mi to be the first speaker of the brand, Michael Kors looks at the Asian market including China.

To invite Yang Mi to cooperate can not only make the brand image younger, but also promote the growth of the brand in China.

In the second quarter ended September 30, 2017, Michael Kors (NYSE:KORS) sales rose 5.4% to $1 billion 150 million, up from $1 billion 40 million expected by Wall Street analysts, while net profit rose 26.1% to 202 million 900 thousand US dollars and gross margin reached 60.2%.

Sales in Asia, including the Chinese market, surged 30.4% to $124 million a year ago.

John Idol revealed in its earnings report that the Michael Kors 2018 spring summer series has been highly praised by the industry after its launch, and Yang Mi, the brand's new image ambassador, has also had a positive impact on sales in China.

Social media has become the most important promotional position for fashion brands.

A recent survey by Forbes Magazine showed that only 1% of the millennial generation said that a large number of advertisements would make them more trust in a brand, but more than 33% of respondents said that they had been influenced by fashion bloggers and celebrities in social media before buying products. Compared with less than 3% of respondents, the fact that social media was rapidly changing the fashion industry was influenced by books, magazines and news.

Under the promotion of effective digital pformation measures, Michael Kors has more than 38 million social media accounts.

In fact, social media encourages brands to boldly try, and Michael Kors is the beneficiary of the strategy.

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