Michael Kors has set his sights on Chuo Street in Tokyo’s Ginza district. The designer will unveil a 7,800-square-foot store this fall, the first in the world to carry every category offered by the global luxury brand.
“Japan is a key market for our continued development in Asia,” said John Idol, chairman and chief executive officer of Michael Kors. “The importance of Tokyo to luxury and fashion retailing makes this the right place and time to open our first store showcasing every facet of the Michael Kors brand.”
At present, Kors has more than 700 stores worldwide (including licensed locations) with 29 full-price stores in Japan.
“This is a very exciting opening,” said Michael Kors. “Ginza is one of the world’s great shopping neighborhoods in one of the great fashion cities.…”
The Ginza store, designed by Kors’ in-house design team, will reflect the new design concept unveiled last year at the Jing’An Kerry Center in Shanghai, including a shimmering exterior facade inspired by Kors’ signature use of metallics and texture. The facade will have luminous screens made of light-reflective facets set within a grid of internally lit recesses. The effect is expected to evoke a sequined gown. A large-scale video screen covers the remainder of the second and third story facade, while the ground floor features large storefront windows framed in Bianco Dolomiti marble.
The store’s interior will be appointed with polished stainless steel fixtures, white marble flooring, Macassar wood and zebra-skin accents. Women’s ready-to-wear will be housed on the upper floor, in an environment designed to showcase both the Michael Kors Collection and Michael Michael Kors labels. The floor will also feature a grand shoe salon. On the ground floor, handbags from Michael Kors Collection and Michael Michael Kors will be shown in various displays, along with presentations of accessories, watches, jewelry and eyewear. The lower level will be devoted to men’s wear and men’s accessories, making the Ginza flagship the first freestanding Michael Kors store in Japan to offer men’s wear.
Idol said last May that there’s opportunity to increase Kors’ brand awareness globally. He pointed out that awareness in the U.S. increased to 89 percent in 2014 from 82 percent last year, and that in Europe awareness grew to 49 percent from 39 percent a year ago. Awareness in Japan is at 32 percent. “We have a tremendous opportunity to further increase brand awareness globally through various marketing channels, including traditional advertising or e-commerce site, social media and public relations events,” the ceo said.
Last May, Kors made his first trip to Shanghai to celebrate the opening of a 6,000-square-foot flagship at Jing’An Kerry Center and hosted more than 1,000 guests. The store — the brand’s largest in China — also features a shimmering two-story facade reminiscent of a sequined gown. Designed by the brand’s in-house team and New York-based architectural firm KPF, the store is also made up of screens of light-reflective facets.
