With the devastating impact coronavirus has cast on store operations, Michael Kors has taken the opportunity of Chinese e-commerce platform, Tmall’s upgraded Flagship Store 2.0 to launch its new initiative.
The American brand unveiled its exclusive bag customisation ‘MK My Way’ service via a digital pop-up experience enabled by Tmall.
The experience involves Chinese consumers to take a personality quiz that in turn provides them with product suggestions based on answers received.
Consumers are then given the option to add hand-painted custom elements to their Michael Kors bags. This includes custom paint brushes and paint colours designed in collaboration with California-based leather paint company Angelus Paints.
The New York-based fashion brand also announced its first ever Super Brand Day on Tmall, for which it has linked up with Chinese celebrities for livestream sessions. These sessions feature various celebrities showing off their customised Michael Kors bags online.
“Michael Kors is forging new, innovative ways to engage with Chinese consumers with activations on its Tmall Super Brand Day,” Liu Bo, Alibaba Group VP and GM of Tmall and Taobao Marketing and Operations, said in a release.
