Case Study
The rebrand of the Michael Kors runway fashion line across brand, packaging, store, events and advertising for the Fall 2018 season.

Scope of Work
Branding
Packaging
Runway Show
Lookbook / PR
Global Advertising Campaign
Seasonal Marketing Campaigns
Social Content
Website Design & Content
Visual & Retail Support

Branding & Packaging

Michael Kors was concerned that his runway line was being eroded by the more mass Michael Michael Kors line and wanted to create more separation between the two brands. Our team did a full rebrand of the runway line to rename it Michael Kors Collection. Once we created the new brand identity, we also set about to elevate and distinguish the collection line by redesigned all new packaging, trim, on-product brand exploration. We also did a full study of all brand applications from advertising to store to ensure the identity would be successful aross all applications. 

Runway Show

The goal was to maximize the runway show and amplify the brand above the sea of voices during fashion week. Because we had so many different audiences that would have such different experiences, we crafted marketing strategy for each. 

For editors and VIPs that would attend the show in person, our goal was to create an elevated, personalized experience that made it easy and exciting to share on social platforms.

We created elevated Runway invitations and save the dates, a personalized experience at the Runway show, a VIP photo wall to maximize attendees as well as a social photobooth to allow them to help amplify the brand as well as custom geo targeted Snapchat filters. Afterwards, we would deliver plenty of supporting assets and lookbooks to help amplify the brand in that seasons editorial coverage.

For consumers, we would create teaser campaigns, a livestream experience available on all of our platforms globally, a plethora of event coverage across all social media that would blanket all of our channels for the days following the event as well as on brand owned channels such as our websites and editorial site.

In terms of results, we consistently ‘won’ fashion week according to ListenFirst social engagement analytics and the brand consistently got exceptional editorial coverage of the event.

Global Advertising Campaign

After the runway show, we would begin to concept a translation of Michael’s core idea into the brand and commercial visuals for the season. We would strategize a suite of images that would allow us to solve every channel execution all the way from brand campaigns to seasonal assets for site, email and social all the way to E-commerce photography.

This season saw us move on from our 10 year relationship with Mario Testino and we were responsible for sourcing the new photographer to help fulfill Michael's vision. After a search of potential partners, we landed on Inez & Vinoodh and they have been his trusted image partners since. 

My team would blueprint the photo needs, concept the campaigns and manage the execution of both the photography as well as design of all channels.

Seasonal Marketing Campaign

We used our Seasonal Marketing to help build and reinforce the themes of the season as well as help solve more commercial executions. Seasonal images would blend with the Global Ad Campaign to allow us create everything from the multiple website refreshes, emails, digital advertising, organic and paid social, a printed mailer and even the shopping app, 

Credits

CCO: Michael Kors & Lance LePere
VP Global Creative: Ryan Jones
Campaign Photography: Inez & Vinoodh, Alique
Styling: Paul Cavaco
Art Direction & Design: Mikael Kangas, Danielle Lazzaruolo
Runway Films: B-Productions, Spreadhouse
Runway Photography: Ikwa, Spreadhouse, TommyTon
Runway Illustrations: James McMullan

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©2024 RYAN ROBERT JONES