Michael Kors SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Michael Kors analyses the brand by its strengths, weaknesses, opportunities & threats. In Michael Kors SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Michael Kors to benchmark its business & performance as compared to the competitors. Michael Kors is one of the leading brands in the lifestyle and retail sector.

The table below lists the Michael Kors SWOT (Strengths, Weaknesses, Opportunities, Threats), top Michael Kors competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Michael Kors SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Michael Kors Brand Analysis
Parent company

Michael Kors


Apparel and accessories


Lifestyle and Retail

Tagline/ slogan



The brand is known for elite US Fashion accessories and bags

Michael Kors STP

Men and women looking for fashionable apparel and accessories

Target group

Young men and women enjoying American elite fashion.


Elite and young American fassion

SWOT Analysis of Michael Kors
Michael Kors Strengths

Below are the Strengths in the SWOT Analysis of Michael Kors:

1.The clothes have been fancied by ladies for past 30 years.

2. Hollywood film cenebrities have worn Michael Kors on red carpet.

3. Michael Kors clothes and accessories were shown in the reality shows on TV.

4. The company claims that the brand has a high recall

5. Kors is the youngest recipient ever of the Geoffrey Beene Lifetime Achievement Award and even bagged the Fragrance Foundation’s FiFi Award for Lifetime Achievement

Michael Kors Weaknesses

Here are the weaknesses in the Michael Kors SWOT Analysis:

1.The brand being among the elite brand is prone to recession and economic downturns

2. The brands geographic presence is restricted and is lesser known globally

Michael Kors Opportunities

Following are the Opportunities in Michael Kors SWOT Analysis:

1. Very well-known brand in US and other developed cities
2.  Analysts believe that the company will have an improved perfoemance

3. High brand saliency and the positive affirmation from consumers has influenced demand in domestic market and the neighboring countries.

Michael Kors Threats

The threats in the SWOT Analysis of Michael Kors are as mentioned:

1.Other brands offer more styles and cuts

2.Similar products available in other brands thus switching cost is less

Michael Kors Competition
Michael Kors Competitors

Below are the top 3 competitors of Michael Kors:


2.Ralph Lauren

3. Kate Spade

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Michael Kors. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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