• Michael Kors

    The Scoop

    Fashion is all about image, and if I may speak plainly, Michael Kors has lost theirs. I knew we had to choose a clear direction for the brand to express its smart, sporty, and business point of view. While the brand understands businessmen in its product offerings - duffel bags, sporty/business/casual clothes - Michael Kors women's offering seem more like what you might see on the runway. 


    This got me thinking, do women want to feel like runway models in the workplace? After plenty of digging and several interviews, the answer was a resounding "no."

    The Brief

    Problem

    Where in the fashion world can Michael Kors express its POV?

    Target

    The Lady Boss - Women own close to 10 Million small businesses in the U.S. - and if that's not enough of a reason to believe in this segment - in the 5 years after the recession, new businesses increased 2% overall, while female-owned new business increased 27%. This marketshare-stealing audience is mentally sharp, and is always representing the brands of their businesses, "What I wear says more about me than my LinkedIn profile."

    Insight

    Female business owners treat what they wear like a business card

    Strategy

    Michael Kors gives female business owners their edge to conquer the business world

    The Idea

    Ascend

    Michael Kors Ascend - a business grant for female business owners.


    In an annual "Shark Tank" style pitch competition, female new business owners compete for a $20,000 grant. We give each competitor their own personal dressing room, allowing them to choose Michael Kors clothes/accessories that could give them the edge they need to pitch.

    Outdoor

    Targeting business leaders where commerce moves

    Digital

    Forbes landing page take-over

    Miami Ad School

    Thomas Nguyen - Art Director

    Connie Chweh - Copywriter

    Brent Flentje - Account Planner