Amid ground-breaking announcements to overhaul the fashion system that promise to close the gap between runway and retail, Michael Kors is closing ranks by launching a special collection entitled Ready-to-Wear, Ready to Go.
Customers can get selected hot-off-the-runway pieces right after his label’s Autumn/Winter 2016 show, set to stream live on MichaelKors.com from Spring Studios in New York City on Wednesday, February 17, at 10am ET. In addition to ready-to-wear, bags and shoes are also included in the offering, which will be available for purchase on MichaelKors.com and at the Madison Avenue Collection store in New York.
Starting at 12:30pm ET, customers can experience and shop the edited collection at the flagship, where windows will feature a video of the runway presentation alongside the selected pieces, which are available for order at any Michael Kors Collection or Lifestyle store across the United States.
“Our customer doesn’t think in term of seasons, she just thinks about what works for her life and what she’s in love with. I thought it would be a great idea to give her the opportunity to sprinkle some key items from the runway into her cuurent wardrobe,” says Kors.
Previously, the American sportswear designer made an attempt to boost e-commerce two years ago via a shoppable Instagram. Users who “liked” posts hashtagged #InstaKors by double-clicking would receive an email with a direct shopping link, working around Instagram’s inability to include clickable links.
The digitally savvy retailer is always making fashion accessible to consumers with a strong social media connection (the brand’s popularity spans across a wide range of platforms such as Twitter, Facebook, Instagram, Vine and Pinterest). Last season marked the first time the brand worked with Snapchat.