Michael Kors is a global luxury brand, established in 1981, based out of New York City. After 33 years in the fashion industry, Michael of the ‘Michael Kors’ brand was announced last January 2014 as the newest 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’ strategic social media planning does not limit itself to one or two social media platforms, rather, the brand is established on all social media networks: Facebook, Instagram, Tumblr, Twitter, Pinterest, and also includes a designated brand blog: www.Destinationkor.com. Social media strategies within other fashion brands is highly designated in being an opportunity to sell to their consumers; however the Michael Kors brand has positioned it as an opportunity for increased engagement with its customers and fans. Currently Michael Kors is one of the top 10 most popular apparel brands on Instagram with 1.8 million followers. On average the Kors Instagram followers will hashtag the brand with 50,000 hashtags per week.
Unlike most brands who use social media as a way to offer coupons to their followers, Michael Kors decided to use social media to spoil his fans with exclusives by launching a campaign in honor of reaching 500 million Facebook fans. As a thank you to his followers, Kors released 500 limited edition pairs of shoes for Facebook fans only. The ways in which the brand has decided to strategically use social media by building exclusive product lines, is one of the many reasons that Michael Kors has set themselves a side from other luxury brands.
A recent example of the way that the brand is utilizing the power of social media is through encouragement to engage in the brand’s newest humanitarian campaign, “Wear it & Share it.” This campaign was designed to raise 10 million meals by Oct. 31st 2014 through the United Nations World Food Program. Michael Kors’ customers were asked to go to a local store and pick up a free “World Hunger Stop” t-shirt and post a selfless selfie of themselves in the t-shirt with the hashtag #WatchHungerStop on any social media platform of their choosing. For every hashtag shared, Kors personally donated 100 meals to WFP. The success of this campaign raised over 5,300,000 meals.
All of the social platforms used by Michael Kors are personally aimed to engage and reach out to his customers and fan base; in doing this, the brand is creating quality relationships between company and consumer. Kors’ usage of social media as a tool to associate their brand with current world issues is a great approach because it not only creates brand awareness but also builds a positive brand image that customers would be likely to affiliate themselves with.
Michael Kors is an icon when it comes to using social media platforms, let’s take some notes and follow in his successes.