Runway-inspired Michael Kors store opened in Malaysia
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Michael Kors Malaysia is opening a runway-inspired store at Suria KLCC.
The launch is part of the US fashion label’s Runway 2020 strategy intended to modernise its business, which also includes the introduction of e-commerce and wearable technologies to the label. Designer Michael Kors’ strategy was announced last year and will involve an overhaul of stores worldwide.
Michael Kors GM Kelly Lee said the store is designed to make customers feel like they are part of a fashion show – “our shoppers will feel like they are stepping onto a runway when they walk in”.
To achieve the effect, store mannequins are positioned in line facing the store entrance as if on a catwalk, allowing shoppers to wander amongst them as they browse.
The store will also be the first Michael Kors in Malaysia to sell menswear.
Questions & Answers
Q.What is the broader purpose of opening this new Michael Kors store in Malaysia?
What is the broader purpose of opening this new Michael Kors store in Malaysia?
The launch of the Suria KLCC store is part of the US fashion label's 'Runway 2020' strategy. This initiative aims to modernise the business, which also includes bringing e-commerce and wearable technologies to the brand globally.
Q.How will the store design make shoppers feel like they are part of a fashion show?
How will the store design make shoppers feel like they are part of a fashion show?
The store's design aims to create a runway experience for customers. Mannequins are positioned in a line facing the entrance, mimicking a catwalk, allowing shoppers to move among them as they browse the collections.
Q.What new product category will be available at this specific Michael Kors store in Malaysia?
What new product category will be available at this specific Michael Kors store in Malaysia?
This particular Michael Kors location at Suria KLCC will be the first store in Malaysia to offer menswear. This expands the product range available to customers visiting this branch.
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