Michael Kors Beating European Brands On Their Home Turf

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http://www.bloomberg.com/news/2014-04-04/michael-kors-beating-european-brands-on-their-home-turf.html

In this article we learn that Michael Kors is branching out his store locations into the Europe district. This is due to a growing contingent of European consumers who have embraced the American designer. Kors is opening stores near European rivals aiming to steal customers with self-described “jet-set” looks and relatively low prices. The challenge for Kors now is winning over the holdouts–Europeans who remain leery of American attempts to produce luxury fashion.

5 thoughts on “Michael Kors Beating European Brands On Their Home Turf”

  1. I think this is a very interesting article and aside from Michael Kors producing more sales than European stores, I find it interesting that the article states Michael Kors is expanding in Europe faster than other brands such as Kate Spade and Tory Burch. The company also seems a bit confident during the economic downturn we know he is facing, considering the Chief executive officer John Idol stated “he foresees up to 200 European stores generating revenue in excess of $1 billion.” It will be interesting to see if the success continues for the company overseas, and how many stores they will open up in the future!

  2. Maybe Michael Kors should be reaching out to Asian markets instead of European. China and the South Pacific are rapidly growing economically and are the major consumer of luxury goods today. I know that it is traditional to turn to Europe as the HQ for luxury, but times are changing and the wealth is shifting. Maybe Michael Kors should turn to the east and see where it goes.

  3. This topic is very interesting, especially after everything the four of us focused on in our Zeitgeist analysis of Michael Kors. The article mentions the large amount of advertisement throughout the streets of Europe, and I wonder how much of this has to do with the positive hype. As Americans assessing an American brand, we would like to see more. Maybe the Europeans have not experienced enough of the product to question what is being presented?

  4. Very interesting! Are th eEuropean fashionistas tiring of the “European” brands? It might be an interesting question to ponder, whether the classic Euro-fashions are getting “old” (as in demographic representation = “old”, mama’s fashions…)
    Now wouldn’t that be interesting?

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