© GoRunway
Fashion
Michael Kors on Zoom calls, extending support to designers and the resilience of the human spirit
The iconic American designer shares his thoughts and challenges on running a multinational company amidst a pandemic
“I’m an eternal optimist, but these times are certainly testing everyone’s optimism,” says Michael Kors, the quintessential American designer whose relatable yet glamorous brand of fashion is recognisable across continents. Age is on his side as the sexagenarian’s experience will be the guiding force to keep the iconic brand afloat in a pandemic-hit world. “I’ve ridden a lot of rollercoasters in my 39 years of business, and I have seen that at the end of the day you have to believe that things will turn around and have faith in the resiliency of the human spirit.”
According to Kors, some things will change while the crux of the business will remain consistent. With a price-diverse offering of clothing and accessories, Michael Kors is the brand one starts to invest in as a young professional but continues to be a part of your vocabulary as milestones progress. “Now more than ever the idea of investment dressing is not a trend, but truly a guiding principle,” he shares. Marketing for the new world might see a new form but not one that brands like Kors’ aren’t already familiar with. “I think we’re going to continue to see people gravitate towards influencers and brands that reflect their values. Influencers who are authentic to a brand will likely continue to play a strong part in messaging to the consumer.”
In 2018 year Kors made big news as Capri Holdings, the multinational parent company founded by the designer acquired Versace for $2.1 billion. With three robust brands under its portfolio, namely Michael Kors, Jimmy Choo and Versace, Kors is in the big leagues of fashion more than ever before. Assuming responsibility for the impact of fashion on the environment and charting a sustainable growth plan was the natural course of action to take. “We have recently announced our Capri Holdings Limited Corporate Social Responsibility Report, which I am very excited about. I have always believed that people need to focus on quality and longevity in what they buy,” he tells us. The COVID-19 pandemic forced many to take difficult decisions to keep themselves afloat. At Michael Kors that meant leadership forgoing salaries, employees being furloughed and reducing capital expenses.
“I have always been a designer who gets great pleasure out of connecting with our customers, whether it’s through social media or in person. This pandemic has certainly reinforced the idea that we must be connected to one another as human beings even if we are not able to physically connect. Being in isolation, I have become more connected with my global customers than ever before. This is a lesson that should not go away,” he muses about tackling the challenges of managing a business across continents. “I don’t think anyone would have described me as “tech-savvy” before, but this new way of working has certainly forced me to learn and connect in new ways. Being on FaceTime and Zoom constantly is not something I ever imagined before.”
Perhaps the most important test the pandemic has put us through is to really introspect and find what one stands for. Generosity, mentorship and extending support in any form possible will go a long way. “This pause in our regular daily life has given us all time to reflect about what changes can best improve the entire global fashion world. Seeing the difficulty many brands are going through is why efforts like A Common Thread, the CFDA/Vogue Fashion Fund for COVID-19 Relief, are so important—so that we can support brands during these difficult times,” he shares.
