Michael Kors autumn/winter 2012
Apparel and accessories designer Michael Kors is using its roots for inspiration to create the new autumn/winter 2012 collection that channels 1930s Hollywood Glamour.
The campaign will be released via international multichannel efforts including print, mobile and social media. Models Karmen Pedaru and Simon Nessman are starring in their fifth Michael Kors campaign as a modern-day Carole Lombard and Clark Gable.
“Michael Kors is a uniquely American brand that allows them flexibility to do a Hollywood glamour marketing campaign without the burden of concern of whether it has legs in other parts of the world,” said Chris Ramey, president of Affluent Insights, Miami.
“Success is now driven by creating the brand experience within or around your Web site and the Internet rather than inside a magazine,” he said. “It is fair to say that a brand’s Web site is the new platform for luxury brands.”
Mr. Ramey is not affiliated with Michael Kors, but agreed to comment as an industry expert.
Michael Kors could not comment before press deadline.
Home in Hollywood
The campaign features Ms. Pedaru and Mr. Nessman in the backlots of “golden-age Hollywood,” according to the brand.
It was shot in Paramount Studios in Los Angeles by photographer Mario Testino.
This shoot fuses together two of Michael Kors’ most-cherished themes: jet-set style and Hollywood glamour, per the brand.
Michael Kors autumn/winter 2012
The first picture shows Ms. Pedaru and Mr. Nessman hanging out in and in front of a car on the backlot near Stage 17.
The second picture shows them embracing in front of the stage with people working in the background.
Michael Kors autumn/winter 2012
The campaign will launch in the August issues of Vogue, Harper’s Bazaar and W in the United States. In addition, it will bow in 63 international titles including 14 editions of Vogue, 12 editions of Elle and 13 Editions of Harper’s Bazaar.
In addition to print, Michael Kors will tap mobile, social media and other digital outlets.
“Print has been the platform for luxury brands for many decades,” Mr. Ramey said. “It remains important for aspirational brands and customers.
“However, print’s domination as the primary communication tool is fading away as the Internet gains traction and grows in importance,” he said. “Multichannel is imperative because the effectiveness of the net is too powerful to ignore.
“The art is the balance and clearly the Internet is gaining share.”
American girl
Interestingly, Michael Kors’ customer base is almost 90 percent from the U.S., according to an article from Seeking Alpha.
In addition, a small portion – 8 percent – comes from Europe.
Brands that run culture-centric campaigns, such as ’30s Hollywood glamour, could run the risk of alienating consumers who either do not understand or do not appreciate the cultural reference.
However, since Michael Kors’ customers are almost all from the U.S., this seems like a campaign that successfully aligns with the brand image.
Other marketers are using culture-specific campaigns that align with the brand voice.
For example, British fashion giant Burberry is using hometown London as inspiration for its autumn/winter 2012 campaign starring Roo Panes and Gabriella Wilde.
The campaign was shot at the Royal Naval College in Greenwich in London, and is entirely in black-and-white. Burberry’s campaign is being pushed through digital, mobile, out of home and print outlets (see story).
Burberry autumn/winter 2012
In addition, brands such as Chanel, Christian Dior and Louis Vuitton have used hometown Paris to push a few collections.
Dior’s new video for its autumn/winter line shows models running around the iconic Palace of Versailles outside Paris in France (see story).
Not only is Michael Kors aligning a campaign with its brand image, but it is also cultivating an aspirational atmosphere for consumers by hinting at old-world glamour and celebrity.
Indeed, to reach the largest number of consumers who are on various platforms, a multichannel approach is necessary.
“Ultimately, the most successful brands and the best marketers know that they have to be ubiquitous and be wherever the best prospects are,” Mr. Ramey said. “Hence a multichannel approach is not going to change anytime soon.
“There is no question that the affluent are online since it is something no other media can promise,” he said. “Michael Kors’ clients are inspired by celebrities – it is likely it is tapping into what its research is confirming.”
Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York