Michael Kors has a 'basic' image problem that's killing sale

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Michael Kors has a 'basic' image problem that's killing sale

Notapor Borum » Mié May 17, 2017 9:43 am

Michael Kors has a problem.

The company has become far too ubiquitous for its own good. Comparable sales recently dipped 7.6%, and wholesale net sales dipped 7.2%.

The handbag Cheap Michael Kors Outlet category as a whole has been struggling in part as department stores fumble and tarnish brands' reputations. But while its competitor Coach has been working to undo its damage by scaling back on promotions, selling better products, and updating its retail stores, Michael Kors finds itself far behind and has been relegated to a basic b---- status.

While none of that is necessarily bad, it isn't good news for any brand hoping to retain — or resuscitate — its premier positioning.

In fact, its brand image could be hurting sales.

Starbucks, another brand that has been relegated to a basic status, has tried to fix its image with trendy items like coconut milk and cold-brew coffee.

You know who that is: She wears a Michael Kors bag http://www.officialdesignerbag.com, Lululemon leggings, Ugg boots, a North Face fleece, and holds a Starbucks cup. She is listening to Taylor Swift, most likely. (All of these brands made Fashionista's list of "8 Brands That Cater to Basic B----es and Bros.")

"I think much of this is related to the brand image of Michael Kors," Neil Saunders, the CEO of the consulting firm Conlumino, wrote in an email to Business Insider. "It is somewhat brasher than that of Coach, which is viewed as more of a heritage brand, and I think this has negatively impacted its efforts to become less ubiquitous and turn around its image."

The sorts of handbags Michael Kors Outlet Online Sale that have become more popular aren't necessary name brands. Teens, for instance, don't care for expensive gifts or luxurious items (consider Tiffany & Co.'s recent struggles).

And Coach, as Saunders mentioned, showcases more of a heritage look. Coach is also trying to control its image and retain its level of luxury by pulling out of 25% of its wholesale locations.

None of this is to say Michael Kors hasn't tried to convey itself to be trendier http://www.officialdesignerbag.com. It recently announced it would pull out of department-store couponing and friends-and-family discounts. Its Instagram shows that it is trying to showcase a higher-fashion look.

Though being "basic" has adopted a pejorative term, let us not forget that it also means regular — even popular — at least at first. The only difference is that this now might be hurting Michael Kors.
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