Michael Kors and Burberry are two luxury companies that sell ready-to-wear apparel, fragrances, handbags, shoes, and accessories. While they compete in some of the same market segments, they differ in the quality of products offered and how they merchandise their products. I will compare and contrast both brands on the aspect of their merchandising techniques both in-store and online.
Michael Kors is a luxury lifestyle brand that produces apparel, footwear, fragrances and accessories for women and men. The company was founded in 1981 with its headquarters in New York. Michael Kors sells its merchandise through retail stores, department stores, and e-commerce. The company has stores in 74 countries with most of them being located in North America. Michael Kors offers two collections, Michael Kors and MICHAEL Michael Kors. The Michael Kors collection is their luxury collection and their MICHAEL Michael Kors collection is their more accessible luxury collection.
Michael Kors and MICHAEL Micahel Kors collectively have a price range for their products ranging from $18 to $3,295. Both lines are offered together on their website but you are able to categorize each collection so that you can look at one collection at a time by selecting which line you want to view. You are able to view all of Michael Kors’ products on their website for both men and women. Michael Kors organizes their site by new arrivals, product categories, and fall catalog and fall trends. You can also organize products in different categories by size, price, and new arrivals once you select a particular category. In the fall catalog and fall trends users are able to look at trends such as “Animal Accents” and “Cool Blues.” This allows users to shop complete looks instead of pieces in different categories on the site. Michael Kors also has a sale section on the site where users can find reduced prices on their products.
Michael Kors sections their products in store by following a color story and their runway pattern. When you walk into a Michael Kors store you will find the watches and jewelry grouped together near the front of the store. Then you will see the handbags lined up against a wall as well as on center tables. Their shoes are grouped by their runway setups and their clothing is grouped by color stories. All store associates are fully dressed in Michael Kors products. Most of all Michael Kors store layouts are similar to one another and help customers shop by trend, color, and accessibility. Their stores have a white layout, which gives the store a brighter and more inviting appearance. Customers are able to easily find products from the runway in stores by the way their products are grouped. Products are also paired with matching accessories so that consumers will be tempted to buy more than just a single item.
Burberry is a British luxury fashion brand that sells apparel, fashion accessories, and fragrances for women, men, and children. Thomas Burberry founded Burberry in 1856 in Basingstoke, England. With 475 stores worldwide, Burberry is a global brand that sells its products through retail stores, wholesale, and licensing channels. Burberry has a strong online presence with the availability of its products on its e-commerce site as well. Burberry offers products in three different lines, Burberry Prorsum, Burberry London, and Burberry Brit. Each of these lines targets a different wear, featuring runway apparel, business wear, and casual wear respectively.
Burberry has a price range for their products collectively ranging from $98 to $35,000. Burberry separates their products by women, men, children, and beauty. In those categories you are able to choose products by new arrivals, product categories, ready-to-wear (products from the runway), and then sectioned in their three different lines (Prorsum, London, Brit). Users can view the products by video content with up close looks of the products on the site. Users can also view product recommendations for the items and pictures of the items from the runway. The site is very user friendly and contains a lot of media content, both picture and video.
Burberry has floor layouts sent from the UK for their store merchandising. They follow these layouts but are still able to have some leeway on how they place items throughout the store. The store’s products are divided into sections that include runway ready-to-wear, their London line, accessories, footwear, men’s and women’s. For this season most of their apparel are jackets and they piece those items together with other products to help outfit the customer. Burberry also pieces their apparel in store by color for each of their sections. Sales associates dress in professional wear and are available to serve customers with a great experience. As soon as you walk into the store you gain a secluded and exclusive feeling from the tight spacing of the tables and availability of the associates. Customers are able to order everything in store on their online site and anything that’s not in store can still be purchased in store. Below are pictures of the Burberry store in Lenox Square Mall in Atlanta, GA.
Though both brands are very different in their product offerings, both Burberry and Michael Kors have similar merchandising floor plans in their stores. They both use color schemes and current runway trends as their focal points in store. The brands differ on their online sites where Burberry has more interactive media content as well as runway ready-to-wear sections. They have more recommended products paired with items to help guide the customer and give them an experience as if they were shopping in store. Burberry allows customers to sort products by look rather than the focus on the price of the item. Both brands have great merchandising concepts, just implemented in different ways that will cater best to their customers.