Wavemaker China, GroupM’s media, content and technology agency, has been appointed to lead all media and content marketing efforts for luxury fashion brand Michael Kors in China. The partnership came into effect from April.
Michael Kors is a world-renowned, award-winning designer of luxury accessories and ready-to-wear. His namesake company, established in 1981, currently produces a range of products under Michael Kors Collection, MICHAEL Michael Kors and Michael Kors Mens, including accessories, ready-to-wear, footwear, wearable technology, watches, and a full line of fragrance products. Michael Kors stores are operated in the most prestigious cities in the world. In addition, Michael Kors operates digital flagships across North America, Europe and Asia, offering customers a seamless omni-channel experience.
Wavemaker was successfully appointed as the result of a two-months competitive pitch process with three other undisclosed participants. This is the first time Michael Kors has chosen a media/content agency in China, reflecting how the brand is looking to increase its foothold among the fashion-savvy Chinese consumers.
Jason Liu, Marketing Director of Michael Kors commented “Wavemaker demonstrated a high level of professionalism in media planning, consumer insight and strategy formulation. We are looking forward to this partnership that will help us produce relevant, integrated marketing campaigns.”
“The fashionable designs are comfortable, varied, and adapt to the needs of fast-paced modern life, making them extremely suited to Chinese consumers whose consumptions are upgraded, “Jimmy Huang, General Manager of Wavemaker China, said, “moving forward in this partnership, we hope we will help our client communicate and interact with more consumers, to make consumers feel more involved, and shape a kind of lifestyle together. ”
Gordon Domlija, CEO of Wavemaker Greater China, said, “We are hugely excited to be working with Michael Kors. Our first meeting was as a result of Wavemaker’s proprietary insights study into the behaviours of Gen Z. From that point onwards it was clear that we had a shared passion for deep consumer understanding and its effective application in creating communications that enhance people’s lives. We relish the opportunity to develop insights and strategies that connect consumers to the brand along their purchase journey, helping to grow this highly progressive brand in China.”