//Men’s Outlet
MIchael Kors is a global luxury lifestyle brand with a jet-set aesthetic that combines elements of style, elegance, and sport. Michael Kors sells to women and men whether you are looking for a casual outfit or a wardrobe for work. My goal for creating the Michael Kors: Men’s Outlet is to help the brand expand the mens market by making luxury products more affordable for those just starting out in their careers.
PROJECT BRIEF
Company Overview Target Market Competitors Scope & Size Location Product Assortment Assortment Plan Moodboard Store Design
TABLE OF CONTENTS
Michael Kors is a rapidly growing global luxury lifestyle brand led by a world-class management team and a renowned, award-winning designer. Since launching his namesake brand over 30 years ago, Michael Kors has featured distinctive designs, materials and craftsmanship with a jet-set aesthetic that combines stylish elegance and a sporty attitude.
Company Overview
The Michael Kors: Men’s Outlet target customer would be men, aging anywhere between 18 to 34 , that are just starting out in their careers and are looking for a way to dress luxuriously but at a more affordable price. They would live in or around larger cities and work for a business where professional attire is a must.
TARGET MARKET
Michael Kors has a lengthy list of competitors in the luxury clothing and handbag market. As far as mens go, some of the biggest competitors are Coach, Ralph Lauren, and JoS. A. Banks. These brands are considered competitors due to their similar aethetics, pricing, and target customer.
COMPETITORS
Coach is one of Michael Kors biggest competitors, especially when it comes to pricing and in the handbag catergory. Coach began as a leather-goods maker in a Manhattan loft in 1941. The company currently sells products for men and women, which include handbags, clothing, wallets, watches, shoes, and accessories.
Ralph Lauren is a company that designs, markets and sells clothing accessories, home furnishings to men, women, and children. There are six labels under the Ralph Lauren brand. The Purple Label is the strongest competitor to Michael Kors, in the clothing catergory, from the Ralph Lauren brand.
JoS. A. Bank is a clothing company that sells attire, professional and casual, to men. Though this company has a different aesthetic than Michael Kors, they are still a huge competitor in the men’s clothing market.
Worldwide, there are approximately 542 Michael Kors retail locations, with 108 of them being outlet. Michael Kors outlets only carry items for women, aside from Michael Kors unisex watches. Even so, in lifestyle stores, only a select few sell mens items. Michael Kors online store is where most men have to do their shopping.
Scope & Size For the launch of the Michael Kors: Men’s Outlet, I chose the first outlet location to open at the Woodbury Common Premium Outlets in Woodbury, New York. I chose this outlet based on its location, just an hour and a half away from the city, and the competitive brands that are also placed in this outlet.
Location
The Michael Kors: Men’s Outlet will carry clothing, bags, wallets, watches, accessories, and fragrance. I chose to feature these products because it is everything that a man needs to prepare his appearance for an interview, work, or even just a casual day outfit.
Product Assortment
Assortment Plan
Classification
% Totals
# of Units
$ Purchases
Average Price
Clothing
40%
650
$81,250
$125.00
Bags
20%
320
$127,360
$398.00
Wallets
15%
220
$10,560
$48.00
Watches
10%
150
$41,250
$275.00
Accessories
10%
150
$19,200
$128.00
Fragrance
5%
90
$5,580
$62.00
I created this moodboard to preview the initial ideas for my mood of the Michael Kors: Men’s Outlet. I want to stick to the Michael Kors aesthetic and create the outlet location to have the same fun atmosphere that lifestyle stores possess. I want the shopping experience to be fun for the men so I want the outlet to represent a sort of “mancave” so men feel relaxed while shopping.
Moodboard
I created 5 different 3D views of the Michael Kors: Men’s Outlet. Since shopping can be overwhelming to men, I wanted to create a very minimalistic store that is relaxing and easy to shop!
Final Store Design
Mock Up
Left Wall
Cashwrap
Right Wall
Front
Chelsea Baldwin FASM 430 Professor Patti Taylor