The Michael Kors Brand

As a Design and Merchandising student, my professors have constantly taught about the importance of branding.  Branding is monumental to a company’s success, for without a clear messaging it is impossible to get through to the customer you’re trying to reach. Having a consistent brand identity and vision helps establish a perspective. Interning at Michael Kors, an internationally recognized brand, has further drove home the importance of this concept for me.

The term “Jet Set” is used around my office as frequently as “hello”. Designers, copywriters, and managers are constantly asking one another if the work being produced fits the “Jet Set” brand. Michael Kors offers ready to wear and accessories for the “Jet Set” woman and man. Every piece of collateral put out by my office must fit in with the “Jet Set” mold. If something is too trendy it will immediately be shut down. What does it mean to be “Jet Set” you may ask? A Jet Setter is glamorous yet casual, sophisticated yet indulgent, iconic yet modern. While these words may seem to juxtapose each other, within the world of MK they provide a sort of road map for the creative team. Every department at Michael Kors follows the same brand parameters. From the designers to merchandisers, every employee has the Michael Kors brand engrained into their brains. 

Straight from the offices of Michael Kors, here are the brand pillars that every aspect of the Michael Kors Corporation holds true to. And I have to say, they do a fantastic job sticking to this set of buzz words in every facet of the brand. 

JET SET

SPORTY

SEXY

GLAMEROUS

STYLISH

CHIC

EASY

SOPHISTICATED

LUXURY

AMERICAN

NEW YORK

VERSITILE

MODERN

ELEGANT

LASTING

COMFORTABLE

ICONIC