Michael Kors

The Need

The brand wanted to examine the attitudes and behaviours of current, potential and lapsed customers. From the research, they also wanted to gain a better understanding of key trends in the fashion market as well as look to what factors might affect customers in the future.

Our Approach

Opinium conducted online research amongst French women aged 18-55 who shopped regularly for luxury goods including a sub-set of Michael Kors customers. The layered sample allowed an in depth analysis of both customers as well as potential / lapsed customers. Additional analysis was used to better evaluate key trends within the sector and understand the main drivers behind these trends.

The Outcome

The research was used to define different shopping personae and how to engage best with the different types of shoppers. The brand was also able to use the research to inform marketing strategy for potential and lapsed customers.