A BIGGER SPLASH: Most Parisians are already tired of being wet from this winter’s heavier-than-normal rainfall. However, Michael Kors is hoping that guests to its pop-up will be inspired to take a holiday, ideally with its new Colby bag in tow, by the sparkling blue waters of a swimming pool.
The American company is bringing its Michael Michael Kors spring 2024 campaign to life in an immersive style at the temporary location in the Marais neighbourhood of the French capital from Friday until May 12. The area has three sensory rooms that are inspired by the photos taken by Mert Alas.
As part of a larger initiative to revive the Michael Kors business after two years of stagnant growth, the secondary label, which celebrates its 20th anniversary this year, is targeting a new generation of aspirational shoppers with a more elevated product offering.
One of two new shoulder bags featured in the advertisements, which were filmed in Malibu and Los Angeles, is the Colby, which retails for between 350 and 395 euros. It is seen floating in a swimming pool.
No one does cool confidence like the French, therefore our spring campaign is all about the personal style of men and women who are cool, confident, and always up for adventure, Michael Kors told WWD.
Michael Kors
The first area visitors enter at Galerie Haut Turenne is reminiscent of the campaign images, with videos and behind-the-scenes material playing on several screens in the centre of the room. The room is lit in an ethereal style that is intended to mimic the Californian sun.
The Colby bag, which comes in a variety of colours and finishes, will be sold on the premises and is the focus of the second room. The lighting, props, and visual effects in the third area are intended to create the impression of a swimming pool.
The brand announced that Club Kors, a week-long takeover of Miami’s Joia Beach Club in May, will come after its Paris activation. In France, Kors operates thirteen shops-in-shops, three outlets, and five physical locations.
The Federal Trade Commission’s challenge to Tapestry’s $8.5 billion acquisition of Capri Holdings, the parent company of Versace and Michael Kors, may hamper the business’s turnaround efforts. Investors had anticipated that Tapestry’s Coach partnership would help it grow its Kors brand.
Michael Kors posted revenue of $2.7 billion in the nine months ended Dec. 30, down from $2.97 billion during the same period a year earlier, according to the most recent figures published by Capri, which cited “softening consumer demand, mainly in the Americas.”
