Michael Kors debuts bag customization on China’s Tmall

By

Robin Driver

Published
Apr 28, 2020

Ahead of a global roll-out later this year, iconic American fashion brand Michael Kors launched its “MK My Way” bag customization service on Chinese e-commerce site Tmall on Monday.

 
With coronavirus-related restrictions still hampering the day-to-day operations of brick-and-mortar stores in China, Michael Kors decided to take advantage of Tmall’s upgraded Flagship Store 2.0 storefront to launch the new customization service through a digital pop-up experience.
 
The pop-up allows Chinese shoppers to take a personality test that will provide them with product suggestions based on questions related to subjects such as their favorite sports or beverages.

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The experience then offers users the opportunity to add hand-painted customizations to Michael Kors bags, with paint options including a co-branded selection of brushes and colors made by the New York-based label in collaboration with Californian leather-paint company Angelus Paints.
 
Along with the launch of its new customization service, Michael Kors has also announced that it is hosting its first ever Super Brand Day on Tmall, an event that brings together the e-commerce platform’s various resources to create a brand-specific mega-sale.
 
In order to create buzz for the event, the brand has released livestream sessions featuring Chinese celebrities showing off their customized Michael Kors bags. Actor Leo Wu and actress Lareina Song have both appeared in the campaign, as has singer Bibi Zhou, who also produced and performed an original song entitled “Dance” for the occasion.
 
“Michael Kors is forging new, innovative ways to engage with Chinese consumers with activations on its Tmall Super Brand Day,” said Liu Bo, Alibaba Group VP and general manager of Tmall and Taobao marketing and operations, in a release.

“Tmall has been at the forefront of working with brands to build elevated engagements for young Chinese consumers, and we look forward to continuing to partner with Michael Kors as they accelerate their momentum and growth," he added.