Can Michael Kors Save The Downturn?

As a matter of fact, MK began to brew men's clothing as early as 2013, and even talked about developing the brand into the leader of men's clothing industry.

In order to maintain growth momentum, the brand began to tilt towards the embryonic stage of men's clothing business and opened up a whole layer of space in the SoHo flagship store in New York.

The merchandise is on sale, including custom made suits, shirts, ties, sportswear and accessories.

"For all the main

Men's clothing is an important element to improve customer's lifestyle experience.

Retail is a major component of our overall growth strategy, so it is important to integrate the growth of men's clothing into this strategy.

MK chairman and chief executive officer John D. Idol has explained this to men's wear.

At this point, the president of the brand men's clothing department and the two core personnel of the creative director are "fully equipped".

Founder Michael Kors thinks Marcel Ostwald has his talent and experience.

The understanding can help MK to open the men's market.

MK seems to like to dig Hugo Boss executives.

In July 2014, the brand threw olive branch to Mark Brashear, former chairman and chief executive of Hugo Boss, and invited him to become president of the brand global men's wear.

The main responsibility of Brashear is to expand the brand menswear business and develop MK into a 1 billion menswear brand.

MK has launched the men's wear series since 2002. As of July last year, brand men's clothing has a total of about 450 stores in 35 countries.

In January this year, the men's wear autumn and winter series went on a casual breeze, as Michael Kors explained, "I want MK to be the clothes that men can wear when they get out of the closet when they go out early."

The brand has also been determined to take part in this summer's first New York men's wear Week held by the American Fashion Designers Association (CFDA).

However, the industry is concerned about the new creative director of men's clothing, and is more concerned about the MK2014/2015 fourth quarter report released in May 27th.

In the three months ending March 27th this year, MK sales amounted to US $1 billion 100 million (about 6 billion 820 million yuan), the slowest increase in the 14 quarter and only 17.8%.

Moreover, when Kate Spade, Coach and other light luxury brands have reduced their discounts, MK has adopted a radical promotional approach to attract consumers. The gross profit of the brand has dropped to 58.4% from 59.9% in the same period last year.

In January 5th this year, Christian Buss, a Credit Suisse analyst, downgraded MK's rating from "buy" to "neutral", and expected its December share price to be adjusted from $103 to $79.

The reason he gave is that stocks are on the rise and sales continue to be weak, both of which have forced the brands to sell goods on a large scale.

Joan Payson, Barclays Bank Securities analyst in France, is also not optimistic about MK.

Although the brand advertised its customers for the upper class society that travelled by jet, Payson described its business status as "trapped on the apron".

MK's huge wholesale business in North America has put a lot of pressure on the company. She commented: "once the distribution is over, brand value will be diluted, resulting in fierce price wars among distributors, while the stores will lose a lot of passengers."