Michael Kors SWOT Analysis, Competitors & USP

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

Michael Kors SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Michael Kors, 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, and make strategic improvements. Michael Kors is one of the leading brands in the lifestyle and retail sector.

The article below lists the Michael Kors SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Michael Kors SWOT Analysis:

SWOT Analysis of Michael Kors

For Michael Kors, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Michael Kors Strengths

The strengths of Michael Kors looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Michael Kors:


2.Ralph Lauren

3. Kate Spade

Hence this concludes the Michael Kors SWOT analysis.

Continue reading more about the brand/company.

About Michael Kors

Michael Kors Overview
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

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.

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