Dec 06, 2018 | By Jane Boddy
Sep 01, 2016
This season Michael Kors, the luxury brand, has taken a different marketing strategy when it comes to its campaigns.
For the latest fall campaign, Kors worked with a number of female influencers and models, capturing their style on the streets of New York. The women include Solange Knowles, singer/songwriter, founder of Saint Heron and CEO of Saint Records, as well as models Soo Joo Park and Nina Agdal; and Princess Olympia of Greece.
The Fall campaign was shot by one of the original street style photographer’s Tommy Ton in downtown New York and features the new line of MICHAEL Michael Kors handbags (the Brooklyn series and the Isadore satchel) as well as Fall 2016 ready-to-wear.
Speaking about the decision to go in a different direction with this season’s campaign Kors said:
“Fashion is a celebration of individual style, and I’ve always thought of New York City as the ultimate runway. The Walk was a great opportunity for us to see our favourite new fall handbags through different filters.
“Style is so subjective. There’s nothing more exciting to me than seeing my designs brought to life by different personalities,” he added.
This is an interesting move for the brand, and it’s proof that the fashion industry is fulling embracing street style photography, because it was not so long ago that street style photographers like Tommy Ton and Scott Schuman, of The Sartorialist were seen as separate from the industry and heralding in a new style of photography, that put just as much focus on ordinary people on the street, as it did the catwalk when it came to being inspired by style.
The Kors campaign also ties into a shoppable experience that the brand created in partnership with Wednesday agency (the creative agency that has worked with top retail brands from H&M to Calvin Klein) and social technology platform Sprinklr. Encouraging fans to engage with the campaign, fans can post street style photos of themselves wearing Michael Kors on Instagram and Twitter with #SidewalkSpotted. A selection of this user-generated content will be posted online at the dedicated Michael Kors The Walk digital platform, MichaelKors.com/TheWalk.
To complement this digital and social campaign, Kors is bringing The Walk to life with a pop-up boutique held at 384 Bleecker Street, New York for the month of October.
This 360 marketing strategy is something that we’re beginning to see more and more from luxury brands, as they engage with the Millenial and Gen Z consumer, reaching them where they are at, ie. on their smartphones. The latest round of fall campaigns show brands such as Chanel and Coach tapping into the Instagram age or opting to work with campaign faces that reflect a younger demographic to future proof business sales.
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