In the United States, especially in New York, Michael Kors has been very popular with the fashionistas respected designers. He founded the namesake brand has long been popular. Look, Michael Kors (hereinafter referred to as MK) VIP list,Michael Kors Shoulder Bags you will be surprised to find inside, which involves almost all the Hollywood actress.
In recent years, this high-end brand was founded in 1981, is sub-line product marketing strategy by virtue of the positioning of the light luxury goods are expanding rapidly. Its products are now sold in 74 countries around the world.
, MK in China’s first boutique in Hong Kong Peninsula Hotel opened in July last year. , MK in China to open 15 stores; the next three to five years, this number will reach 50. Light luxury goods brand that has just entered China, the strategic layout of the digital media become an important means of open market.
Social media: the first step to open up the market
“Social media is our first step in the layout of the chess.” MK web promotion and customer relations manager Ling Jia told reporters. , MK has opened in Sina official microblogging, and a dedicated maintenance team.
Recently of MK Beijing’s first store opened in Shin Kong Place. With the opening celebration, MK andMichael Kors Satchel roadside network cooperation activities attendance to win prizes, designed to attract more consumers, and also let more people know of MK. In addition, Sina microblogging “Jet Setter (often fly around the world to enjoy life) search warrant” activities carried out over the same period, MK advocate freedom to the whims of luxury lifestyle conveyed to consumers.
The look of MK does not seem to choose Michael Kors Messenger Bagsthe conventional line of luxury publicity, and even a little “too public”. Lingjia not so understanding, in her view, the luxury brand requires two types of audience: one is the people afford to buy their products, a dream to buy their products, but not the latter, is absolutely impossible to obtain the former. Expand the popularity of the Chinese market is a priority for the MK.
Abroad, Facebook, Twiter, social media has been a very important marketing platform in MK this year, the widely sought after picture visual social networking sites Pinterest also try to put into the platform. According Lingjia the MK global market inputs, digital marketing has accounted for a very large proportion. “The Chinese market is beginning to do, and therefore difficult to give specific numbers.” Ling Jia said: “But it is certain that the next quarter, we will continue to increase investment in digital marketing.”
“Most brands will choose the digital marketing agency to do social media management, we have 80 to 90 percent of the content is created rely on their internal members, the compilation, maintenance of” in Lingjia opinion, social media marketing important is the Michael Kors Leather Bagscontent creation. Internal members a better understanding of the brand, and therefore to more accurately convey the brand message; fixed maintenance team is able to form a specific style of the brand.
To follow a global strategy to go for most of the luxury brands, it is difficult to be innovative, not a big breakthrough in the maintenance of the social media content. “MK is committed to of UGC (the User Generated Content User-generated content) brought a new level, encouraging fans to create new content.” Ling Jia said: “We will also draw nutrition, re-create and then sent out makes a positive interaction between brands and consumers. “http://www.michaelmichaelkorsbag.com
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