Glossy new Michael Kors website combines e-commerce and fashion mag glamour
In his continuing quest for world fashion domination, Michael Kors launched a spiffy new website Tuesday that blurs the line between fashion news, information and marketing the Kors brand.
The interactive site, called Destination Kors, mixes e-commerce with editorial content. The home page, peppered with runway shots, red carpet images, backstage photos, lookbooks and features on travel, culture and lifestyle, resembles an upscale fashion magazine. The site also incorporates Facebook, Twitter and point of sale purchases.
Peppered with runway shots, red carpet images, backstage photos, lookbooks and features on travel, culture and lifestyle, the home page resembles an upscale fashion magazine.
The inaugural page includes videos of Kors' trips around the world, behind-the-scenes footage of his runway shows, images of his 30th anniversary celebration, starring Jennifer Hudson, Mary J. Blige and Debra Messing and inside scoop fromProject Runway, the reality series that boosted the designer's name ID in middle America.
“I am so excited to have an online destination that can serve as the home to everything this brand is about,” Kors said in a statement. “With Destination Kors, I can create engaging, interactive content for my customers and fans. I can also showcase who I am and what I represent in the fashion and lifestyle space on a digital level.”
The site will offer localized editorial features in each of the brand’s markets, starting with Japan and China this fall, and all locations by early 2012. Kors has a lifestyle store in The Galleria.
Kors has had a busy summer. Last month he married his longtime partner, Lance LePere, in a ceremony on a beach in Southampton, N.Y. The designer will appear at the taping of the season finale of Project Runway Thursday on the first day of Mercedes-Benz Fashion Week (it will be televised in a couple of months) and will show his 2012 spring/summer Michael Kors collection next week.
Much of the hoopla surrounding his fashion show will no doubt wind up on the new site.