Michael Kors gives customers 'sneak peak' of resort line
Michael Kors doesn't want to "inundate and confuse" his customers by showing them too many clothes that aren't available yet.
The American fashion designer is one of many big names who are mixing up the way they unveil their latest ranges in the hope of boosting sales. Michael will be releasing five images from his resort 2017 collection to the public next week (beg06Jun16), when he will also preview the whole line to the press. However, customers will have to wait to see the rest of his pieces until they are made available in store and online in October (16).
It may seem like an odd approach, seeing as his Spring/Summer 17 line is bound to be more popular after his New York Fashion Week show in September (16), but Michael thinks this method will work.
“The value lies in creating a sense of fashion immediacy," he told WWD. "We’re taking this approach for the pre-collections because they are not large, staged events like our fashion week shows. By only releasing a preview of five images the day of the presentation, we’re able to give our customers a sneak peek into what’s to come without inundating and confusing them by featuring products that aren’t available yet. We live in a world where people expect instant gratification, so our aim is to show them the full range of looks closer to when they can actually buy them.”
Meanwhile, other labels are opting to stage events for their resort collections, with Dior putting on an extravagant show in the U.K. on Tuesday (31May16).
This is the latest move that Michael has made to make his brand more current. For his Fall/Winter 16 presentation, he sent out an eight-piece capsule collection of ready-to-wear pieces onto the runway, which were already available to purchase online and at his Madison Avenue store.
Michael is also a big user of social media, regularly posting pictures on Instagram and Twitter and interacting with his online following.