Luxury fashion brand Michael Kors has picked Wavemaker after a pitch selection to lead its media and content business in China, effective from April.
Established in 1981, Michael Kors produces an array of products including accessories, footwear, watches and fragrances. The brand operates stores worldwide and has gone online with digital flagships across North America, Europe and Asia.
The appointment marks the first time Michael Kors working with a media agency in China. Wavemaker is looking to bring the fashion brand to Chinese consumers whose consumptions are upgraded.
Jason Liu, marketing director of Michael Kors said “Wavemaker demonstrated a high level of professionalism in media planning, consumer insight and strategy formulation. We are looking forward to this partnership that will help us produce relevant, integrated marketing campaigns.”
The agency has expressed excitement about working with Michael Kors, helping the brand interact with its consumers and raise brand awareness.
“Our first meeting was as a result of Wavemaker’s proprietary insights study into the behaviours of Gen Z. From that point onwards it was clear that we had a shared passion for deep consumer understanding and its effective application in creating communications that enhance people’s lives. We relish the opportunity to develop insights and strategies that connect consumers to the brand along their purchase journey, helping to grow this highly progressive brand in China,” said Gordon Domlija, CEO of Wavemaker Greater China.