General
US fashion label Michael Kors has unveiled a new customization service for its handbag range.
The MK My Way service is making its debut on Alibaba’s e-commerce site Tmall today with a digital pop-up experience for Chinese consumers before a global rollout later this year – in place of its original launch plans, which were foiled by the coronavirus outbreak.
Through the MK My Way pop-up, users can take a personality quiz and receive a message and product recommendation from the brand’s namesake founder and the designer himself. It then offers consumers the option of making hand-painted customizations on the brand’s bags.
“I love meeting my customers, helping them find the perfect pieces for their lifestyle and talking to them about how they can express their personal style,” said Michael Kors. “The Tmall app allows me to style a wide range of people instantly. It’s like a trunk show for modern times.”
As part of the MK My Way program, Tmall customers can also paint over their accessories using a co-branded selection of brushes and colours, created by Michael Kors and Californian leather-paint company Angelus Paints.
The fashion house is also launching its first Super Brand Day, a smaller version of the company’s annual 11.11 mega-sale for a single brand. To warm-up for the event, the brand released a series of Livestream sessions and short videos featuring its customizable handbags carried by trendsetting celebrities. Chinese singer-songwriter Bibi Zhou also produced and performed an original song as part of the campaign.
“Michael Kors is forging new, innovative ways to engage with Chinese consumers with activations on its Tmall Super Brand Day,” said Alibaba Group VP and GM of Tmall and Taobao marketing and operations Liu Bo.
“Tmall has been at the forefront of working with brands to build elevated engagements for young Chinese consumers, and we look forward to continuing to partner with Michael Kors as they accelerate their momentum and growth.”
