MICHAEL KORS

KORS

KAPIL RAWAT
I N T E R N S H I P R E P O RT

ABOUTEarlyTHE
Life
DESIGNER
Michael Kors is an American fashion designer

best known for serving as a judge on the popular

television show Project Runway. He's also known
for designing Michelle Obama's dress for her first
official portrait.
Born Karl Anderson Jr. on Long Island, New York,
on August 9, 1959, famed fashion designer
Michael David Kors was raised on New York's
Long Island..
From their suburban home in Merrick, New York,
Kors scavenged every bit of fashion intelligence
he could gather. He practically hyperventilated
every month when Vogue arrived, and he loved
shopping. Kors moved to New York City in the
1970s to attend theKORS
Fashion Institute of
Technology.
He loved the city more than the school, however,
and dropped out after two semesters. In 1978,
Kors went to work at the French boutique
Lothar's, which allowed him to design and
merchandise his first fashion collection. The wellreceived collection generated enough interest
that Kors was able to start his own fashion line.
Michael Kors Women's Collection launched in
May 1981, and was sold in the high-end

ABOUT THE
Fashion Design Success
DESIGNER
Kors's simple, elegantly tailored clothing and his

charmingly persuasive sales techniques proved

to be a winning combination. Kors traveled
across the United States for small fashion shows
at private homes, known as "trunk shows."
When he was 23, he convinced the formidable
fashion editor Anna Wintourthen of New York
magazine, later the editor of Vogueto view his
collection. The glitzy Madison Avenue showrooms
he'd later have were still a long way off; Kors
displayed the collection laid out on his bed in his
apartment. From these humble beginnings, he
soon picked up celebrity fans like Barbara
Walters and earned awards for his designs.

KORS

In 1990, however, Kors; company was forced to

reorganize under Chapter 11 bankruptcy. After
getting back on his feet, Kors launched KORS
Michael Kors, a lower-priced line. He also became
the creative director of Celine, a French fashion
house, in 1997. In the six years he held that
position, he continued to expand his own brand,
launching menswear, accessory and perfume
lines. In 2003, he won the coveted Menswear
Designer of the Year award from the Council of

ABOUT THE
Project Runway
DESIGNER
In 2004, Kors was asked to be a judge on a new

reality television show called Project Runway. He

almost turned it down. "Reality show? Fashion on
television?" Kors recalled thinking. He thought
that only fashionista freaks, gays and men dying
to see Heidi Klum in a short dress would watch it.
He was wrong. The show premiered on
December 1, 2004, and became an immediate
hit with fans and critics. Kors's quips and blunt
criticisms were fan favorites, and he continued
as a judge in subsequent seasons. Viewers of
Project Runway often commented on his
perennial tan, a source of pride for the beachloving Kors.
KORSthat he would be
In 2012, Kors announced
retiring from Project Runway. By that time, the
series had garnered several Emmy Award
nominations, among other honors.
Personal Life
Just a few weeks after gay marriage became
legal in New York, Kors married his longtime
partnerLance La Pere, vice president of Michael
Kors Women's Design in August 2011. The pair

ABOUT THE
BrandBRAND
Identity
One of the most successful luxury juggernauts in
fashion history with a DNA that is rooted in a
glamorous jet set lifestyle, Michael Kors is a
rapidly growing global luxury lifestyle brand led
by a world-class management team and a
renowned, award-winning designer.
Since launching his namesake brand over 30
years ago, Michael Kors has featured distinctive
designs, materials and craftsmanship with a jetset aesthetic that combines stylish elegance and
a sporty attitude.
Mr. Kors vision has taken the Company from its
beginnings as an American
KORS luxury sportswear
house to a global accessories, footwear and
apparel company with a presence in over 95
countries.
Consumers recognise the brand Michael Kors
from the designers successful appearance on
Project Runway; from Michael Kors advertising;
and from Michael Kors licensed watches,
handbags and small leather goods featuring a
prominently displayed MK fulton logo.

ABOUT THE BRAND

The new Michael Kors brand is described by
management as a global luxury lifestyle brand
with a multi-channel strategy, unique design and
strong infrastructure; a compelling assortment of
luxury merchandise and exceptional service in a
Jet Set store environment.
9 Elements of Michael Kors

BEDFORD LETTERING
ROLLER BUCKLE
SCREW RIVETTE KORS
ASTER STUDS
TASSEL
FULTON LOGO
HAMILTON LOCK
MONTOC PLATE
METAL STRINGS

TARGET AUDIENCE

Michael Kors targets both men and women with

an age bracket of 20-54 years, who prefer chic
and sharp style, the brand has products for
Premium as well as Luxury consumers; because
of which the brand has been able to extend to
new product categories quickly while
simultaneously increasing their sales
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internationally.

MODE OF ENTRY

Michael Kors opened its first store in India in

2013, as a franchise store with Sunrise Luxury
Private Ltd. On the ground floor of DLF Emporio
Mall, taking one of the best locations in the Mall,
its one the most profitable brands in the mall and
has been growing constantly.
Later the Brand expanded and opened three
more stores in UB City Mall Banglore, Palladium
KORS
Mumbai and Quest Mall
in Kolkata.

STORE LOCATION

123 A
GROUND FLOOR
DLF EMPORIO MALL
VASANT KUNJ
NEW DELHI
KORS

SWOT ANALYSIS
STRENGTH

The clothes have been fancied by ladies for

past 30 years.
Hollywood film celebrities have worn Michael
Kors on red carpet.
Michael Kors clothes and accessories were
shown in the reality shows on TV.
The company claims that the brand has a
high recall
WEAKNESSES
The brand being among the elite brand is
prone to recession and economic downturns
The brands geographic presence is restricted
and is lesser known globally
OPPORTUNITY
Very well-known brand in US and other
developed cities KORS
Analysts believe that the company will have
an improved performance
Positive affirmation from consumers has
influenced demand in domestic market and
the neighboring countries.
THREATS
Other brands offer more styles and cuts
Similar products available in other brands
thus switching cost is less

COMPETITION

LONGCHAMP
RALPH LAUREN
KATE SPADE
TORY BURCH
COACH

KORS

STORE HIERARCHY

RETAIL HEAD : Mr. Saurabh Mandwani

ASSOCIATE RETAIL HEAD : Mr. Sagar Chahal
STORE MANAGER : Ms. Mohika Gupta
ASSOCIATE STORE MANAGER : Mr. Sandeep Raj
KORS
Vaid

PRODUCT
ASSORTMENT
HANDBAGS
Famous classic models; Selma, Bedford, Sutton,
Jet set Tote
are from MICHAEL Michael Kors and other French
Calf skin handcrafted models are Miranda,
Skorpious, TZ Skorpious.
SLGS
Mini messengers, slings, wallets
WATCHES
Famous Hunger Stop watch, Oversized Runway
watches

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RTW
Camel Trench, Metal draw string Shirts
FOOTWEAR
The Jet Set 7 collection of shoes, Fulton Drivers
SUNGLASSES
JEWELRY
EDPs

POINT OF S ALE

RETAIL INVOIVE
CREDIT NOTES
Issued against Defected merchandise or
Exchange
GIFT VOUCHERS
Act as cash, used for
gifting purposes
KORS
REWARD POINTS FROM LUXE CLUB
Cab be redeemed after spending 1lakh plus

LEARNINGS DURING
INTERNSHIP

MAKE SALES
FORMULATE WEEKLY SALES REPORT
FORMULATE WEEKLY DEFECTS
REPORT
HANDLE REPAIR OF LICENCED
PRODUCTS
FORMULATE DAILY SALES REPORT
AND CLIENT FEEDBACK
OPENING AND CLOSING
PROCEDURES
VM
KORS
INVENTORY
TRUNK SHOWS
STORE EVENTS
TRAININGS

MICHAEL MOMENTS

Meet and get to know

Interact with the client
Create Desire
Hike up the sale
Always seal the deal
Ensure loyalty KORS
Life after sales

INFERENCE

Experienced Luxury Retail

Hiring experience
Skills learnt ( Selling and
negotiating )
Team Rapport
My work here will help me in Luxury
KORS
Sector

THANK YOU

KORS