Michael Kors SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 19804

SWOT Analysis of Michael Kors with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Michael Kors

Parent company

Michael Kors


Apparel and accessories


Lifestyle and retail

Tagline/ slogan



The brand is known for elite US Fashion accessories and bags



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


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


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


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.


1.Other brands offer more styles and cuts

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




2.Ralph Lauren

3. Kate Spade

The table above concludes the Michael Kors SWOT analysis along with its marketing and brand parameters.


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