Blog Post 1: Michael Kors

Michael Kors is a high-end store that sells women’s clothing, handbags, accessories and more. Their purses vary in price, but they average at around $300. This advertisement was released as a promotion of the 2014 fall collection. The ad itself is visually appealing with a common color scheme being used. The advertisement sells the idea of friendship, beauty and above all luxury.

            This ad promoted the ideas that if you buy their products, not only are you purchasing their pieces; you are also receiving the friendship that comes with it. Psychologically, humans crave connections with others, including friendship. People may choose to purchase the product, not because it is the purse of best quality, or because it is visually appealing, because the same design of the purse is in JC Penny, but the though of belonging to a group of people that purchase MK is appealing.

            As a society, the idea of beauty has been planted in the minds of all people. Advertisements have kept putting attractive people on their commercials trying to sell an idea of unreachable standard of beauty, and this ad does not exclude that view, the models here all look beautiful.

Michael Kors have a “Jet-Set” theme in their purses, oriented towards the idea of the luxury in their products. One of their bags is the “Michael Michael Kors Tote- Jet set medium multi function – Black,” the name itself gives a vibe of travel with the “Jet-set” in the name of the bag. All the clothing worn in the photograph is high-end, their accessories are gold, and the models appear to be inside a private jet.

The brand has acquired much attention that the image of the purse alone, tells the consumer that the advertisement is for Michael Kors. The famous lock in the front of the purse is an iconic symbol of the MK brand. What Michael Kors does with their products is, they provide luxury to consumers that might not be willing or able to spend over $3,000 on Prada or Burberry products. It makes the luxury of being rich reachable to ordinary people.  Michael Kors is a high-end product, but that doesn’t mean we see the richest of people suing their products. Celine, Hermes, Saint Laurent and Chanel to only name a few are popular within celebrities and millionaires, but not ordinary people.