Photo Credit: www.pexels.com
The Michael Kors pre-spring/summer 2017 presentation is already a much-anticipated event on the fashion calendar. However, Michael Kors has created a social media strategy this year that is gaining even more attention for the famous designer. Social media has been banned around the collection, with only five images released on the day of the fashion show for editors to use in publications and social media. The remaining images will not be published in the media until October, when the full collection drops. Editors can request the lookbook, but are not allowed to share any photos of the collection, on Instagram or Twitter for example, other than the five images made available.
A New Approach to Online Marketing?
In terms of promoting a product, Michael Kors’ approach is certainly innovative, however, it is also risky and is not advisable for entrepreneurs who are promoting their business for the first time. Creating the right online marketing strategy is vital to the success of a business, as told by 1&1 and their digital guide, which has useful information on creating an effective approach to online marketing for a business.
Less is More
The traditional strategy for promoting a product, service, or event online is to release a great deal of content on social media to get followers interested. Most companies will post on social media at least three times a day, favouring visual content (known as sticky content in the business) because people are naturally drawn to images, and are more likely to engage with the post. By banning social media in the run-up to the launch of a new product, Michael Kors is actually doing something pretty radical, which works to build audiences online in a new and exciting way. The press statement for the collection reads:
“We feel our clients and fans will love getting a sneak peek of the collection as opposed to inundating them with too much imagery too soon. Ultimately, this is all about creating more excitement when the product is available.”
A bold move, but one that a brand with such popularity as Michael Kors can afford. The brand is experiencing a successful selling period, with sales jumping 10.9 per cent to $1.2 billion in the second quarter of this year. The new collection is undoubtedly going to be a hit, and we can’t wait until it hits the high streets.