Michael Kors Taps Into Children’s Wear Market
Daibelis Acevedo
Fashion Editor
Michael Kors is best known for their amazing handbags, and luxurious quality. Michael Kors also designs beautiful women’s clothing where each collection is made with that all-American feel. One thing they have not tapped into in the back is children’s wear, but never say never! Michael Kors has partnered with French group, Children Worldwide fashion to release a children’s line. This is very exciting for the company as they are getting into a new market which they have never gotten into before.
CWF is a perfect partner for Michael Kors considering they are global leaders in luxurious children’s wear and manage amazing well-known brands. For example, CWFF manages Marc Jacobs, Boss, Chloe, and many more. Michael Kors is in for a treat in this partnership and consumers are already excited for what is to come next.
Michael Kors as a brand made a very intelligent move in signing off this international license agreement with CWF as this partnership can increase revenue and consumer loyalty for the brand. The collection will offer clothing and accessories for girls ages 4 to 14 and will be sold globally! Consumers can expect to see spring inspired clothing, featuring the infamous MK logo. The collection includes “sport-chic activewear,” items such as sleeveless jersey dresses, skirts, and playful prints. A tote is also included in the accessories list. The children’s collection is very much in sync with MK’s style and feel.
The new children’s campaign was shot in Ibiza. The brand’s goal in doing this was to show off the Earthly feel from the collection, the land, sky, and sea. Furthermore, the company has already announced some of their integrated marketing plans for this collection. To celebrate the new expansion into the market, the company has planned some kid-friendly activations to take place very soon. Activations are set to take place in destinations like New York, Dubai, Paris, and Spain.
This is just the beginning for Michael Kors’ children’s collection and consumers are already excited about what else is to come next! Looking ahead, the company is looking to expand to a broader size range and offer options for infants and toddlers.
Contact Daibelis at daibelis.acevedo@student.shu.edu