Michael Kors has joined TikTok Shop as the fashion brand looks to attract younger shoppers and strengthen its digital sales strategy.
The move has already delivered encouraging results, with sales through the social commerce platform running at almost four times the level initially expected, according to Capri Holdings chairman and chief executive John Idol.
Speaking during Capri Holdings’ latest earnings call on 30 October, Idol said the launch had introduced Michael Kors to a younger audience.
Idol admitted: “At Michael Kors, in particular, the Gen Z consumers, they almost didn’t know who we were. We need to educate them more.”
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TikTok Shop allows users to discover products through creator content, short-form videos and livestreams before purchasing directly within the app.
The platform provides another route for Michael Kors to reach consumers who may not traditionally visit its website or physical stores.
The launch comes as the fashion retailer looks to improve its performance following a challenging period for its parent company, Capri Holdings. Michael Kors’ revenue fell 8.6 per cent to $663m during the latest quarter, although management expects sales to return to growth in its fiscal fourth quarter.
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