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        Michael Kors:           Passion for Fashion 

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             Michael Kors is an extremely admired and respected fashion designer, public icon, and television show judge. Michael Kors created his own brand, and fashion line. He creates designs for women like Heidi Klum and Michelle Obama. His work ethic, attitude, designs, stores and advertising techniques are all ways he is so successful in his career. His goal is to make women feel more confident and his products do just that.

              Michael Kors owns stores throughout the entire world. His stores are extremely eye appealing and are mesmerizing to women walking by them. These stores have a visual mode and they draw women in because of the face-to-face media. The stores look very high class and modern. The displays throughout the store are seasonal but always have a consistent white, silver and marble design throughout the entire year. This design makes the store look very high class and women love high-class products or at least the idea of them. Many women that these stores are hypnotizing to are well off as well as young. The women who are well off purchase the items because they can afford it as well as loving the products. For many women that cannot afford, maybe because of age will purchase the products as a gift to themselves. Women that are not as wealthy will mostly purchase the accessories from Michael Kors as appose to the clothing because purses, watches, perfume and make up are Dailey essentials and can be re-worn often while the clothing is very elegant and high class may not be every day wear and the women may not get as much of their money’ worth like they would with the accessories and cosmetics. Once women are in the store, they tend to purchase the products more than if they were online shopping because when women try clothes on, or accessories they see how good it looks on them and it gives them a sense of confidence. Also, when shopping in store in addition to trying the products on and feeling a certain way women also justify the price. When shopping a woman might say “Well, I will wear the purse almost everyday so it will be worth the price”. These stores go through all three of the rhetorical appeals. The stores uses ethos through branding. The label MK is all over the stores as well as the products. The store is a very high-end store so this gives confidence in delivery. The stores use pathos using the in-store technique of trying on clothes as well as the high-class design. And logos is the idea that women receive their money’s worth in the sense that they will not regret purchasing the item at a high cost because they will use the product often.  These Michael Kors stores are designed to inform the audience, as well as persuade them to come inside the store and to persuade them to purchase the products. The final purpose is to get women to buy Michael Kors.

(http://www.shopgreenhills.com/directory/michael_kors)

            Advertisement is the moneymaker for this company. Michael Kors is phenomenal at advertising his products and brand. The advertisements always give a specific message that will captivate a woman and make her want to be like the message being conveyed and as a result will purchase the product. There are advertisements on YouTube, television, magazines, billboards, and throughout malls. A specific ad that is brilliant at bringing in costumers is the magazine ads. There is a specific ad in many different magazines. It goes over the newest perfume line. The ad uses the exact same model from the commercial advertisement of this product so it gives the audiences a connection between the two and reminds them of one another and the campaigns for the two. This ad is a visual mode. There is not much convincing because they only thing that will convince you to buy the product is through a persuasive technique or genre while this is an informative ad. The audience is targeted at women, and the ad is just a woman and the three bottles of perfume. This ad uses ethos through, again, the brand name. The website for Michael Kors is on the ad, and the model is wearing Michael Kors jewelry as well. This ad uses pathos by convincing women in a way that they want to be like the woman in the ad, therefore, they will purchase the perfume. In addition to that, at the bottom of the ad there is copy of adjectives, which will convince the costumer they want the product, which are logos. This ad’s purpose is to show the product, and try to trigger the connection between this ad and the television commercial of the same product. (http://www.fashiongonerogue.com/karmen-pedaru-michael-kors-fragrance/)

            Michael Kors excels in advertising his brand as well as his products. He uses visual modes through techniques that will convince the costumers that they want the products. He uses the idea that if you use or wear his product you will exemplify what the product and the brand do.  For example, there is a commercial for the group of Michael Kors perfume and the commercial for it sells the product extremely well. It is targeted to women who want to be “sexy”, “glam” or “sporty” (https://www.youtube.com/watch?v=40jQB19eLY0). The commercial is centered on a model that expresses those three adjectives. She is uplifted throughout the 30 second commercial and is dressed elegantly. She first comes out of a helicopter then is dressed in a formal gown and finally in a trendy jumpsuit hoping onto a motorcycle. Michael Kors shows ethos through primarily putting himself in a clip of the commercial as well as showing the actual product at the end of the commercial. Other Michael Kors products are shown throughout the commercial like makeup, clothes, purses and sunglasses. He uses pathos through the emotional appeal of the costumer. The costumer sees a confident, beautiful woman on television whose wearing Michael korus clothing and perfume and looks like the message of the product. This will trigger emotions while women walk through the mall or go into a Michael Kars store. Women will remember the commercial and subconsciously want to try out the product and purchase it. And finally, Michael Kors uses logos through proof that his brand works. The products sold are well made, and good quality in result has positive feedback from the costumers who use these items. The Michael Kars name and brand are reliable and has a huge customer base and are reliable costumers that usually purchase many items from Michael Kors and are not one-time costumers. Although the media of this artifact is not face-to-face and the connection is people watching television I think this form of mode with the visual effect is still very effective for the target audience. The genre of the video is to narrate, inform and persuade the target audience. The video narrates the brand and what the idea of it is, it informs the audience about the product, and is trying to persuade you to buy it through describing a confident woman and the audience wanting to be like her. The purpose of this video is to expand the audiences’ knowledge of Michael Kars, and show the cosmetic side of the brand but also gives little details about the accessory and clothing portions.

              In conclusion, Michael Kars has sculpted and created an amazing brand and title for himself through his advertising techniques, products as well as who he is and that is why people buy his clothes, accessories and cosmetics. Overall his best technique is visual mode, and definitely a face-to-face media. These two factors put together are extremely beneficial for his product line.

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