Michael Kors's road to success

The unprecedented success of Michael Kors' listing on the market has created a $15 billion fashion kingdom. This successful copy is unlikely, but many brands such as Tory Burch, Marc Jacobs ( Marc Jacobs, Diane von Furstenberg, Kate Spade, etc. hope to follow suit. Investors and well-known designers are all expected to be able to replicate this kind of success, but from the current point of view, no one can create a magic team like Michael Kors: Michael Kors (Mike Coles) The personal charisma, the strong combination of Lawrence Stroll and Silas Chou (Cao Qifeng), and the leadership of CEO John Idol.

Although Michael Kors (Mike Coles) has achieved great success today, we must not forget that he was nearly bankrupt on the verticulous 10 years ago. He was invested and supported by Lawrence Stroll and Silas Chou (Michael Cao) for Michael Kors (Mike Ke) The brand can be maintained. The success of Michael Kors has four main elements:

1. The experienced operating team, Lawrence Stroll and Silas Chou (Cao Qifeng) played a key role in the success of Tommy Hilfiger (Tommy Hilfiger) brand in the 1990s. The two have rich experience in brand operations. CEO John Idol accumulated valuable operational talents before Ralph Lauren and Donna Karan before joining Michael Kors.

2. To shape the exposure in the mainstream media market, Michael Kors (Mike Coles) has a long-standing reputation in the fashion industry, its American luxury features enjoys popular support, and Michael Kors (Michael Coles) in the reality show Project Runway ( Flyover won a very good reputation.

3. On the basis of gaining recognition of fashion, creating a high-end line, inject uniqueness into the brand, and at the same time launch a widely accepted single product, which has won the popularity of the public.

4. Increase investment for further development.

Tory Burch, Marc Jacobs, Diane von Furstenberg, etc. are not necessarily impossible to replicate such success, but the change of market conditions, the management team's concept is bound to be different Making different expectations and operating methods, success may not be so easy.