Influencers are the biggest part of Michael Kors’s social strategy. From Instagram to Twitter, Michael Kors cooperated with hundreds of influencers to market the brand. Martha Hunt, Hailee Steinfeld, Hikari Mori, you can easily find these celebrities appearing on Michael Kors’s Instagram homepage. They dressed in MK’s products, representing amazing beauty to the customers.
The likes and responses under those posts are shocking. You can hardly find a fashion brand gets so many applauses on its social media. For example, its competitor, Kate Spade only got less than half of its applauses for every post.
Relatively, Michael Kors got appreciable followers on every platform. The reason why people are so in favor of Michael Kors must have something to do with its “influencers strategy”.
The influencer agency Hello Society found that: “on average, luxury campaigns generated 30 percent more engagement than average Instagram campaigns, and 200 percent higher engagement rates than non-campaign Instagram posts.”
People need somebody to tell them what is cool, especially in fashion field. For other industries, such as food, the effect of influencers is much more low.
Michael Kors not only did influencer marketing globally, it also has different influencer choice in different countries.
For example, in China, on the biggest social platform Weibo, Michael Kors chose Yang Mi, who is one of the hottest actress in China, to represent for the brand. And also, other popular stars who wear its products will be posted on the official Weibo account too. The influencer marketing strategy is pretty consistent in every country.
Influencer marketing also shows the young buying power of Michael Kors. From its official statement, its target customers are ranging from 16 to 60 years old. However, according to all the digital and social marketing efforts Michael Kors has done, it seems like it prefers to attract young audience. After all, the economic power of young generation is getting strong in these years, and also young people are more likely to be effected by advertisements.