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It’s Michael Kors’ world and we’re just living in it.
This is the mantra for the designer’s latest digital endeavor — Destination Kors — which goes live Tuesday at destinationkors.com.
This story first appeared in the September 2, 2011 issue of WWD. Subscribe Today.
The new online locale serves as the brand’s foray into the world of elaborate editorial content, which, in addition to providing users with “functional commerce,” will serve as a vantage point into Kors the designer and the media personality.
“Destination Kors is a truly interactive place for people to experience everything my brand is about. My inspiration is so strongly rooted in travel, culture and lifestyle that it’s amazing to be able to bring all of these ideas together in one living space. Not only does it offer a 360-degree view of the world of Michael Kors, but it also gives my fans and customers a totally new way to experience it,” the designer told WWD.
It will serve as a unifying platform for the brand, integrating social capabilities, content and commerce — comprised of clickable content that takes consumers to a direct point of purchase. Features include a weekly street style section, monthly must-haves, an “MK channel” with original video content ranging from party coverage to a fall shopping guide and Fame Frame, a gallery of celebrities wearing Michael Kors. There will also be weekly style tips, runway videos, an archive of ad campaign images from 2004 to present day, a travel diary and “Michael On…” where the designer will pen posts covering everything from restaurants he’s dined at to collection inspirations.
“In the broadest sense, social media has opened up a conversation on fashion that has never existed; it’s global, it’s interactive and it’s taking place 24 hours a day, seven days a week,” Kors said. “At this point, a social strategy is not a progressive undertaking; it’s an essential component of a major fashion brand.”
He makes sure to add that his favorite people to follow on Twitter are the “madcap crazy fashion girls” — including Rachel Zoe and the Man Repeller, of course.