From giving major labels a bigger profile, to starting the careers of some of the world’s most famous models, social media and the use of mobile applications has become the biggest and best marketing strategy for major fashion labels. This holds especially accurate for designers like Michael Kors who has always been on top of social media, being the first brand to buy an Instagram ad.
Michael Kors has been actively using Snapchat, Twitter, Facebook and Instagram in order to give his customers and top followers a sneak peak into his hottest and latest trends. Living in a world where the public expects instant gratification, Michael Kors shows his customers the full range of looks on his social media accounts closer to when they can actually purchase them.
With 25 million followers in total, across the platforms, Michael Kors is always looking to tell his brands story on the applications his fans are using and loving. His brand worked with Snapchat’s “Stories” feature to launch Fashion Week runway pictures, backstage shots and front-row pictures. This was so successful that Kors had a super-social Fashion Week show too, streaming the entire show live on the Internet, asking fans to join a chat during the show using the hashtag #AllAccessKors. This lead to the Michael Kors franchise dominating the social media rankings as the No. 1 fastest-growing and most engaging brand on Facebook.
Michael Kors wanted the mix of models for his spring/summer 2017 show to represent diversity. Backstage, he made his vision come to life by implementing diversity as far as the look of the female models, and their body types. This is extremely effective in a generation where millions of women struggle with appreciating and accepting their bodies. The idealized woman in fashion during this decade would need to spend enormous amount of time and energy attempting to achieve something that is not only trivial but also completely unattainable. With Michael Kors using models of different demographics on his social accounts, he is able to reach a larger target group of customers in the fashion world.
By: Shannon Quinlan