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Michael Kors SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: October 28, 2023Read time:

Here is a detailed SWOT analysis of Michael Kors covering strengths, weaknesses, opportunities and threats.

Michael Kors Strengths

  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

Above are the strengths in the SWOT Analysis of Michael Kors. The strengths of Michael Kors looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Michael Kors Weaknesses

  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

These were the weaknesses in the Michael Kors SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Michael Kors Opportunities

  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.

Above we covered the opportunities in Michael Kors SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Michael Kors Threats

  1. Other brands offer more styles and cuts
  2. Similar products available in other brands thus switching cost is less

The threats in the SWOT Analysis of Michael Kors are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Michael Kors SWOT analysis.

About Michael Kors

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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