Michael Kors Brand Communication Experience And Its Enlightenment

In recent years,with the declining economy of European and American luxury consumer countries,the concept of mass consumption also entered the Age of Reason.There needs to be a balance between luxury and commonplace." Light luxury " not only inherits the excellent genes of luxury goods,but also in line with the mainstream of the consumption view of the present age.It is an inevitable result of the development stage of the luxury goods industry.At the same stage,The new middle class,represented by the post-80 s and 90 s generation,is rising rapidly,and the new middle class is the biggest consumer group in the Affordable luxury industry.Combined with a variety of objective factors,The Affordable luxury industry emerged as the times require and grew rapidly.It could lead the luxury goods industry out of the downturn to make a new achievement.The birthplace of most Affordable luxury brands is the United States.Among them,Michael Kors with a rapid development in a short period of ten years,which has balanced the coach brand,So it's very striking.The brand has developed into a household name in China in just six years,its communication effect is very amazing.Michael Kors is not only good at using a variety of social media for brand communication,but also constantly excavating new communication platform,constantly enrich the brand communication content and form.Meanwhile,in the relationship with consumers,adhering to the principle of benign interaction,with sincerity to attract the attention of consumers,In order to create their own unique brand image.This paper focuses on the content and form of Michael Kors brand communication from the perspectives of advertising,marketing and public relations.Summarize its experience and lessons,provide thinking and reference for the development of China's Affordable luxury industry.