_{About Us. 2024. Michael Kors: designer handbags, clothing, watches, shoes, and more. Michael Kors [online]. available at: Michael Kors: Designer Handbags, Clothing, Watches, Shoes, And More. | Michael Kors [ Accessed 9th may 2024]}

_{(About Us. 2024)}

2. Age Structure (2024)

   • 15-64 years - 68.7%

   • Male - 500,568,593

   • Female - 467,593,781

3. Population growth (2024)

   • 0.72%

3. unemployment Rate (2022)

   • 4.82%

_{CIA. 2024. Central Intelligence Agency [online]. Available at: https://www.cia.gov/the-world-factbook/countries/india/#economy [accessed 19 Jun 2024].}

_(CIA,2024)

5. Inflation Rate (2022)

   • 6.7%

7. Exports (2022)

   • $767.643 Billion

   • Partners - US, UAE, Netherlands, China, Bangladesh

   • commodities - Refined petroleum, diamonds, packaged medicine, garments, jewellery

8. Imports (2022)

   • $902.304 Billion

   • Partners - China, UAE, US, Saudi Arabia, Russia

   • Commodities - Crude petroleum, Coal, Gold, Natural gas, Diamonds

_{CIA. 2024. Central Intelligence Agency [online]. Available at: https://www.cia.gov/the-world-factbook/countries/india/#economy [accessed 19 Jun 2024].}

_(CIA,2024)

• Refined Petroleum $86.2B

• Diamonds $25.9B

• Packaged Medicaments $19.5B

• Jewellery $12.6B

• Rice $11.1B

goes to: US, UAE, Netherlands, China and Bangladesh

diamonds and jewellery being the most important

Imports: $724B

• crude petroleum $170B

• Coal Briquettes $58.7B

• Gold $35.8B

• Petroleum Gas $32B

• Diamonds $26.1B

comes from: China, UAE, US, Saudi Arabia and Russia

Gold and diamonds being the most important

_{OEC. 2024. ‘India (IND) Exports, Imports, and Trade Partners’. The Observatory of Economic Complexity [online]. available at: https://oec.world/en/profile/country/ind [accessed 17 Jul 2024].}

_{(OEC. 2024)}

• 25,602.03 Trillion Indian Rupees

_{RATHORE, Manya. 2024a. ‘India: Consumer Spending 2023’. Statista [online]. Available at: https://www.statista.com/statistics/233108/india-consumer-spending/ [accessed 10 Aug 2024].}

_{(Rathore.2024a)}

_{BENISSAN, Ezreen. 2024. ‘Luxury Will See India as a Prime Market in 2024’. Vogue India [online]. Available at: https://www.vogue.in/content/the-regions-luxury-will-be-heading-to-in-2024 [accessed 29 May 2024].}

_{(Benissan, 2024)}

• Lack of revenue being generated in the Asia-pacific region.

Core Solution:

• Looking at the performance of the current MK stores in India and recommend ways to change them in order to grow their presence in India.

  
  

range of solutions:

• Celebrity endorsements

• live shopping

• fashion shows

• TV Adverts

• Social media advertising

• AI in stores - enhance customer experience

Key Stakeholders:

• Michael Kors

• Indian Consumer

• potential celebrity endorsements

1. How would you describe Michael Kors presence in Asia?

2. Do you think it would be beneficial for Michael Kors to focus on India?

3. Does Michael Kors use AI tools in their stores? If not, do you think it would be a good thing for them to do?

4. What is their best selling product category and why?

5. Which Asian celebrities do you think would be best to do endorsements for Michael Kors?

Questions:

1. How would you describe Michael Kors current presence in Asia?

   • 320 stores in Asia

     
     

2. Do you think Michael Kors focus heavily on America, in terms of marketing?

   
   

3. do you think readjusting their marketing strategy towards Asia would help grow their presence amongst the consumer?

   
   

4. What is Michael Kors most successful product category?

   footwear womans - activewear.

5. Does Michael Kors AI in stores? such as virtual try on and visual product displays.

• Michael Kors are the least well known brand in Asia, in comparison to rival brands such as LVMH.

_{ADMIN. 2022. ‘Michael Kors Swot Analysis – SWOT Analysis of Michael Kors’. Business Marketing Strategy [online]. Available at: https://bsmarketingstrategy.com/michael-kors-swot-analysis/#Strengths_of_Michael_Kors_8211_Michael_Kors_SWOT_analysis [accessed 18 Jun 2024].}

_{(Admin, 2022)}

• first retailer to use 'shopping muse' on their US website.

• shopping muse recreates the in-store experience by translating consumers colloquial language into tailored product recommendations, allowing consumers to quickly find the perfect look.

• a personalised approach, like this, can increase both shopper satisfaction and revenue

• 44% of consumers are somewhat interested in adding AI technologies to their shopping experiences.

• 69% generation Z consumers interested

• 54% bridge millennials/millennials interested.

• more than 3/4 consumers have gotten AI powered product recommendations online.

• 44% consumers would be happy shopping in stores without digital assistance.

_{PYMNTS. 2024. Michael Kors offers customers MasterCard’s AI-powered ‘muse’ [online]. Available at: https://www.pymnts.com/news/retail/2024/michael-kors-offers-customers-mastercard-ai-powered-shopping-assistant-muse/ [accessed 19 Jun 2024].}

_{(Pymnts. 2024)}

• looking for ways to reduce their carbon footprint while also ensuring their customers are still getting the quality they expect.

• changes in their manufacturing processes.

• 'Kors Loves' logo will be to represent products that are:

  • crafted from at least 50% environmentally preferred materials.

  • made with leather from certified tanneries.

• works with the united nations world food programme to combat hunger.

_{JONES, Olivia. 2023. ‘Michael Kors Focuses on Sustainability. How Is the Brand Changing Its Standards?’ Watchard.com [online]. Available at: https://watchard.com/posts/michael-kors-focuses-on-sustainability [accessed 19 Jun 2024].}

_{(Jones, 2023)}

• Trade Policies

• Government Regulations

• Geopolitical Factors

Economic

• Consumer income

• Globalisation

  
  

Social

• Lifestyle Trends

• Cultural Values

• Consumer Behaviour

Technology

• E-Commerce

• Social Media

• Artificial Intelligence

• Data Analytics

Legal

• Advertising & marketing laws

• counterfeit products

• Trade regulations

Environmental

• Natural Resource scarcity

• consumer demand for sustainable products

BUSCH, Thomas. 2023. ‘Pestle Analysis of Luxury Goods Industry’. AcademiaAnalysis [online]. Available at: https://academiaanalysis.com/pestle-analysis-of-luxury-goods-industry/ [accessed 19 Jun 2024].

_{(Busch, 2023)}

_{(Country comparison tool. 2024)}

New Entrants

• Majority of brands are looking to move into India as it is becoming more of a hotspot for luxury fashion.

Supplier Power

• the more competition there is, the more likely it is for suppliers to increase costs.

• relationships with suppliers

Customer Power

• understand what the consumer wants and needs.

Substitutes

• A never ending risk, trends are always changing and it is important brands keep up with this to prevent customers looking else where.

• other brands may also decide to release a jewellery collection inspired by Indian jewellery.

• Michael Kors Palladium - Mumbai

  • Lower Parel Mumbai

  • Mumbai 400013

  • Maharashtra

  
  

• Michael Kors Mumbai CSI airport T2

  • New terminal -2, international departure SHA, Sahar, Andheri East

  • Mumbai 400099

  • Maharashtra

    
    

• Michael Kors Mumbai

  • Maker maxity, bandra kurla complex

  • Mumbai 400051

  • Maharashtra

• IGI airport T3 new Delhi

  • International SHA Terminal 3, IGI Airport.

  • New Dehli 110037

  • Delhi

    
    

• DLF emporio mall

  • 4 Nelson Mandela Road

  • Vasant Kunj

  • New Delhi 110070

  • Delhi

• Quest mall -33

  • Syed Amir Ali Avenue

  • Kolkata 700017

  • West Benga

• UB city

  • Vittal Mallya Road

  • Bangalore 560001

  • Karnataka

• Chennai

  • Palladium

  • Velachery Road

  • Chennai 600042

  • Tamil Nadu

• “Global brands are now tailoring their offers and marketing campaigns to India,” said Anurag Mathur, partner Bain & Co, adding, “Louis Vuitton launched a Rani Pink line, Dior held a fall show in Mumbai and Bvlgari introduced the mangalsutra. Additionally, the entry of new global brands like Valentino, Balenciaga and Galeries Lafayette… and several other Swiss and Italian brands are in conversation to enter India.”

_{STANDARD, Business. 2023. ‘How Is India’s Luxury Market Turning into a Magnet for Foreign Brands?’ Business Standard [online]. Available at: https://www.business-standard.com/industry/news/how-is-india-s-luxury-market-turning-into-a-magnet-for-foreign-brands-123083100376_1.html [accessed 19 Jun 2024].}

_{(Standard,2023)}

• rise in number of wealthy Indians.

• shift in thinking - spending rather than saving.

• Demographics - India is one of the youngest countries

• Gen Z don't believe in saving

• Gen Z are more aware of luxury brands and use the internet to shop overseas.

• Indians want to claim a better quality of life - the mindset pushes the demand for premium and higher quality products/experiences.

• India changed their laws on doing business in the country which makes it more attractive to global luxury brands.

_{KMANECK, Roshneesh. 2023. ‘Upper Crust: Why India Is Becoming the New Darling of Luxury Brands across the Globe’. Firstpost [online]. Available at: https://www.firstpost.com/explainers/india-luxury-brands-alia-bhatt-deepika-padukone-economy-growing-spending-power-12587022.html [accessed 19 Jun 2024].}

_{(Kmaneck,2023)}

• geopolitical instability has impacted supply chains.

• This poses challenges for the luxury fashion industry.

• Imposition of:

  • tariffs

  • border closures

  • logistical disruptions

• Brands need to rethink supply chain strategies.

Consumer Behaviour:

• shifting economic landscapes and uncertainties have encourages consumers to become more value-conscious.

• Shifting

_{OPULENT. 2024. ‘Luxury Fashion & Geopolitical Shifts: A 2024 Outlook’. The Opulent [online]. Available at: https://the-opulent.co/2024/02/21/luxury-fashion-geopolitical-shifts-a-2024-outlook/ [accessed 20 Jun 2024].}

_{(Opulent,2024)}

• they sustain themselves from a cash flow perspective

• brands should cash cows to their advantage for as long as possible.

• typically leading products in mature markets

star:

• generat3e high income but also consume large amounts of company cash.

• should be invested in

Question marks:

• questionable opportunities

• typically grow faster but consumer large amounts of company resources

• Should be analysed frequently and see if they are worth maintaining

_{HAYES, Adam. 2024. ‘Understanding the BCG Growth Share Matrix and How to Use It’. Investopedia [online]. Available at: https://www.investopedia.com/terms/b/bcg.asp [accessed 12 Aug 2024].}

_(Hayes.2024)

_{About Us. 2024. Michael Kors: designer handbags, clothing, watches, shoes, and more. Michael Kors [online]. available at: Michael Kors: Designer Handbags, Clothing, Watches, Shoes, And More. | Michael Kors [ Accessed 9th may 2024]}

_{(About Us. 2024)}

_{SABANOGLU, Tugba. 2023. ‘Global Revenue of Michael Kors 2023’. Statista [online]. Available at: https://www.statista.com/statistics/655807/revenue-of-michael-kors-worldwide/ [accessed 20 Jun 2024].}

_{(Sabanoglu,2023)}

_{SMITH, P. 2024b. ‘Number of Employees of Capri Holdings Worldwide 2024’. Statista [online]. Available at: https://www.statista.com/statistics/657674/number-of-employees-of-michael-kors-worldwide/ [accessed 20 Jun 2024].}

_{(Smith,2024b)}

EMEA - 156

Asia - 320

Total - 769

_{SMITH, P. 2024a. ‘Michael Kors Retail Stores Worldwide, by Region 2024’. Statista [online]. Available at: https://www.statista.com/statistics/657708/number-of-stores-of-michael-kors-worldwide-by-region/ [accessed 20 Jun 2024].}

_{(Smith,2024a)}

_{SMITH, P. 2024c. ‘Global Revenue of Michael Kors, by Region 2024’. Statista [online]. Available at: https://www.statista.com/statistics/875010/global-revenue-of-michael-kors-by-region/ [accessed 19 Jun 2024].}

_{(Smith,2024c)}

_{COPELAND, BJ. 2024. ‘Artificial Intelligence’. Encyclopædia Britannica [online]. Available at: https://www.britannica.com/technology/artificial-intelligence [accessed 10 Jul 2024].}

_{(Copeland,2024)}

• can be determined by factors such as

  • individual purchase quantity

  • cohesive behaviour of customers

  • number of customers

  • if customers are price sensitive

• buyer power of Michael Kors is low.

Supplier Power:

• a large chunk MK's sales is for footwear and apparel.

• there are more suppliers in the industry then the number of buyers.

• Meaning Michael Kors can obtain input materials at lower prices.

• supplier power is quite powerful.

_{TEAM, MBA Skool. 2022. ‘Michael Kors Porter Five Forces Analysis’. MBA Skool [online]. Available at: https://www.mbaskool.com/five-forces-analysis/companies/18325-michael-kors.html#:~:text=Porter%E2%80%99s%20Five%20Forces%20Analysis%20of%20Michael%20Kors%20covers,buyers%2C%20bargaining%20power%20of%20suppliers%20and%20competitive%20rivalry. [accessed 25 Jun 2024].}

_(Team,2022)

• Robust economic growth and an expanding middle class population factors behind the increase in disposable income which leads to a surge in luxury consumption.

Consumer preference shift:

• there is growing preference for products that reflect ones individual identity and cultural roots.

• opening opportunities for brands to tailor their offerings to local taste.

E-commerce surge & rise of digitalisation:

Expanding retail footprint:

• more high end malls are being opened.

• making the area more attractive to luxury brands and enabling them to establish a strong physical presence.

Favourable policy reforms:

• Government policies promote foreign direct investment (FDI) that brings an ease of doing business.

_{MANKIRAN. 2023. ‘India’s Luxury Potential: Attracting Global Luxury Brands’. MBA ESG Business School, India [online]. Available at: https://mba-esg.in/unlocking-indias-luxury-potential-a-magnet-for-global-luxury-brands/#:~:text=Unlocking%20India%E2%80%99s%20luxury%20potential%3A%20A%20magnet%20for%20global,7%20Rise%20of%20luxury%20events%20and%20experiences%20 [accessed 24 Jun 2024].}

_{(Mankiran,2023)}

^{_{CHANDEL, Pratibha. 2023. ‘The Mk Story: How Michael Kors Became One of the Richest Fashion Houses in the World’. TheRichest [online]. Available at: https://www.therichest.com/rich-powerful/the-mk-story-how-michael-kors-became-one-of-the-richest-fashion-houses-in-the-world/ [accessed 11 Jul 2024].}}

^{_{LOCKWOOD, Lisa. 2024. ‘Catering to the Luxury Customer, Michael Kors Has Created a Juggernaut Brand since 1981: A Company History and Timeline’. WWD [online]. Available at: https://wwd.com/feature/michael-kors-history-timeline-1236229312/ [accessed 11 Jul 2024].}}

^{_{SABANOGLU, Tugba. 2023. ‘Global Revenue of Michael Kors 2023’. Statista [online]. Available at: https://www.statista.com/statistics/655807/revenue-of-michael-kors-worldwide/ [accessed 20 Jun 2024].}}

^{_{SMITH, P. 2024a. ‘Michael Kors Retail Stores Worldwide, by Region 2024’. Statista [online]. Available at: https://www.statista.com/statistics/657708/number-of-stores-of-michael-kors-worldwide-by-region/ [accessed 20 Jun 2024].}}

^{_{SMITH, P. 2024c. ‘Global Revenue of Michael Kors, by Region 2024’. Statista [online]. Available at: https://www.statista.com/statistics/875010/global-revenue-of-michael-kors-by-region/ [accessed 19 Jun 2024].}}

^{_{CIA. 2024. Central Intelligence Agency [online]. Available at: https://www.cia.gov/the-world-factbook/countries/india/#economy [accessed 19 Jun 2024].}}

^{_{KMANECK, Roshneesh. 2023. ‘Upper Crust: Why India Is Becoming the New Darling of Luxury Brands across the Globe’. Firstpost [online]. Available at: https://www.firstpost.com/explainers/india-luxury-brands-alia-bhatt-deepika-padukone-economy-growing-spending-power-12587022.html [accessed 19 Jun 2024].}}

^{_{STATISTA. 2024. Demographics Of India. available at:Demographics of India | Statista [accessed 16 July 2024]}}

^{_{‘What Is GDP?’ 2024. Bank of England [online]. Available at: https://www.bankofengland.co.uk/explainers/what-is-gdp#:~:text=%EE%80%80Gross%20domestic%20product%EE%80%81%20or%20GDP%20is%EE%80%80%20a%20measure [accessed 16 Jul 2024].}}

^{_{CIA. 2024a. Central Intelligence Agency [online]. Available at: https://www.cia.gov/the-world-factbook/field/real-gdp-purchasing-power-parity/country-comparison/ [accessed 16 Jul 2024].}}

^{_{OEC. 2024. ‘India (IND) Exports, Imports, and Trade Partners’. The Observatory of Economic Complexity [online]. available at: https://oec.world/en/profile/country/ind [accessed 17 Jul 2024].}}

^{_{REUTERS. 2023. ‘Indian Economy Grew Faster than Expected on Manufacturing, Govt Spending | Reuters’. Reuters [online]. Available at: https://www.reuters.com/world/india/indian-economy-expected-sustain-strong-growth-amid-global-gloom-2023-11-30/ [accessed 23 Jul 2024].}}

^{_{KRAMER, Leslie. 2024. ‘How Importing and Exporting Impacts the Economy’. Investopedia [online]. Available at: https://www.investopedia.com/articles/investing/100813/interesting-facts-about-imports-and-exports.asp [accessed 23 Jul 2024].}}

^{_{SMITH, P. 2024c. ‘Global Revenue of Michael Kors, by Region 2024’. Statista [online]. Available at: https://www.statista.com/statistics/875010/global-revenue-of-michael-kors-by-region/ [accessed 19 Jun 2024].}}

^{_{ADMIN. 2022. ‘Michael Kors Swot Analysis – SWOT Analysis of Michael Kors’. Business Marketing Strategy [online]. Available at: https://bsmarketingstrategy.com/michael-kors-swot-analysis/#Strengths_of_Michael_Kors_8211_Michael_Kors_SWOT_analysis [accessed 18 Jun 2024].}}

^{_{PYMNTS. 2024. Michael Kors offers customers MasterCard’s AI-powered ‘muse’ [online]. Available at: https://www.pymnts.com/news/retail/2024/michael-kors-offers-customers-mastercard-ai-powered-shopping-assistant-muse/ [accessed 19 Jun 2024].}}

^{_{JONES, Olivia. 2023. ‘Michael Kors Focuses on Sustainability. How Is the Brand Changing Its Standards?’ Watchard.com [online]. Available at: https://watchard.com/posts/michael-kors-focuses-on-sustainability [accessed 19 Jun 2024].}}

^{_{OPULENT. 2024. ‘Luxury Fashion & Geopolitical Shifts: A 2024 Outlook’. The Opulent [online]. Available at: https://the-opulent.co/2024/02/21/luxury-fashion-geopolitical-shifts-a-2024-outlook/ [accessed 20 Jun 2024].}}

^{_{BUSCH, Thomas. 2023. ‘Pestle Analysis of Luxury Goods Industry’. AcademiaAnalysis [online]. Available at: https://academiaanalysis.com/pestle-analysis-of-luxury-goods-industry/ [accessed 19 Jun 2024].}}

^{_{MANKIRAN. 2023. ‘India’s Luxury Potential: Attracting Global Luxury Brands’. MBA ESG Business School, India [online]. Available at: https://mba-esg.in/unlocking-indias-luxury-potential-a-magnet-for-global-luxury-brands/#:~:text=Unlocking%20India%E2%80%99s%20luxury%20potential%3A%20A%20magnet%20for%20global,7%20Rise%20of%20luxury%20events%20and%20experiences%20 [accessed 24 Jun 2024]}}

^{_{BENISSAN, Ezreen. 2024. ‘Luxury Will See India as a Prime Market in 2024’. Vogue India [online]. Available at: https://www.vogue.in/content/the-regions-luxury-will-be-heading-to-in-2024 [accessed 29 May 2024].}}

^{_{KERR, Ben. 2023. ‘Understanding Fashion Trend Life Cycles: The 5 Stages That Will Help Your Understand Why There Are Ups and Downs’. The Fashion Starter [online]. Available at: https://thefashionstarter.com/fashion-trend-life-cycles/#:~:text=There%20is%20no%20definitive%20answer%20to%20how%20often,shorter%20and%20less%20predictable%20than%20in%20the%20past. [accessed 26 Jun 2024].}}

^{_{TEAM, MBA Skool. 2022. ‘Michael Kors Porter Five Forces Analysis’. MBA Skool [online]. Available at: https://www.mbaskool.com/five-forces-analysis/companies/18325-michael-kors.html#:~:text=Porter%E2%80%99s%20Five%20Forces%20Analysis%20of%20Michael%20Kors%20covers,buyers%2C%20bargaining%20power%20of%20suppliers%20and%20competitive%20rivalry. [accessed 25 Jun 2024].}}

• Coach have experimented with smart mirror technology.

_{KERR, Ben. 2023. ‘Understanding Fashion Trend Life Cycles: The 5 Stages That Will Help Your Understand Why There Are Ups and Downs’. The Fashion Starter [online]. Available at: https://thefashionstarter.com/fashion-trend-life-cycles/#:~:text=There%20is%20no%20definitive%20answer%20to%20how%20often,shorter%20and%20less%20predictable%20than%20in%20the%20past. [accessed 26 Jun 2024].}

_(Kerr,2023)

• the market size of AI in retail is expected to grow from USD 7.3 billion in 2023 to USD 29.45 billion in 2028 at a compound annual growth rate of 32.17%.

• over 60% of retailers affirmed that adopting AI in their stores enables them to meet customer service expectations.

Pros:

• AI enables more efficient operations for retailers.

• AI in retail enhances inventory management.

• It leads to improved customer service and support with virtual assistants.

• AI enables improved personalization to enhance customer experiences.

• AI allows automation and optimization, leading to operational cost reduction.

• AI provides unique insights and better data analysis that will lead to faster and better decision-making.

Cons:

• Some have expressed data privacy and security concerns. 

• Automation may lead to potential job displacement.

• The learning curve required for AI technologies may be challenging, especially for smaller retailers. 

• The cost of setting up and implementation may be unaffordable for smaller businesses.

• Certain AI algorithms may be biased due to their training data, which may affect data, recommendations, and decision-making.

  
  

_{Ai in Retail: Transforming the Shopping Experience (2024)’. 2024. Webretailer.com [online]. Available at: https://www.webretailer.com/ai-retail/ [accessed 10 Jul 2024].}

_{(Ai in retail: Transforming the shopping experience (2024))}

1. metallic trend in Indian Outfits

   • Can’t oversee the bold and sparkling trend of the year, metallic. Most would talk about the Lovely Golden saree, the Silver Glazed Tissue Lehenga or the Gorgeous Gota pati in Loud and big motifs on soft fabrics. This to round it up, the Metallic Trend in Indian wear is a must follow.

2. Ethnic jackets and long shrugs

   • Indian wear with an extra edge with an additional style comes in with the Jacket or shrug style. These are add on fashion outfits that work best for extra oomph. Embellished jackets in mid length or short jackets are the new with zari, beads, zardosi patterns.

3. Pakistani Salwar – A Salwar Trend to Follow

   • Ever since the partition, Indian culture is still influenced by some of the major Pakistani fashion trends like the punjabi suit. They have been in trend ever since and now during this season, we see another tremendous salwar trend from the Pakistani clothing style.

     The Pakistani salwar which is the straight salwar, had been in trend years ago and once again back in Indian fashion. A new punjabi suit trend to follow with the salwar being slightly gathered at hem with a lace border finishing the casing look.

4. Rise of Mermaid Skirts Trend in Indian Fashion

   • Ever since the designer launched their collections at the Lakme fashion week and India couture week 2023, the mermaid skirt silhouette is a trend to follow in Indian fashion. The look of the mermaid lehenga or mermaid skirt with a indian crop top in embellished details, screams all modern style in lehenga new trend.

     This is a complete modern statement style for brides to wear for their engagement, reception or cocktail party look. The same trend prevails in western wedding themes of crop top and high waist skirts in bridal fashion. Those gorgeous metallic embroideries and flower statement embellished crop bustier tops with a mermaid slit skirt are the trending bridal lehenga designs for bold brides in 2024.

5. embellished cape blouses - unrealistic saree blouses

   • These are the latest designer blouse designs that have been going viral all over social media influencers over a few months now. These came out as a different concept of small and incomplete saree blouses. But they are actually complete when worn over the right saree.

     Heavily beaded, embellished, cape in bust length or collar yoke length. They have beautiful beadwork, mirror work, beaded tassels and more that make it a perfect heavy saree blouse design to carry over a party wear saree drape.

_{ADMIN. 2023. ‘Indian Fashion Trends 2024 - Fabric, Style, Color and Pattern’. G3+ Fashion [online]. Available at: https://g3fashion.com/blog/styling-tips/indian-fashion-trends-2024/ [accessed 30 Jul 2024].}

_{(Admin. 2023)}

Baumguard. n.d. map of India. [stock photograph]

Faith MILLER. 2024. Q8 what are your overall thought on AI? (2). [screen capture]

Faith MILLER. 2024. Q8 what are your overall thought on AI? (3). [screen capture]

Faith MILLER. 2024. Q8 what are your overall thought on AI? (4). [screen capture]

• Interpretivism

• My report is more focused on the social and cultural factors of India and how they can align with Michael Kors. So Michael Kors can use this to their advantage when growing their presence in India. It also takes into consideration the thoughts and ideas of individuals who work at Michael Kors or within the fashion industry.

Approaches

• Inductive Research

• Researching India and the Indian community therefore leading to the use of relevant theories.

  
  

Strategies

• Ethnography

Choices

• Mixed-Methods

• Quantitative - gathering statistics for a market analysis

  Qualitative - Gathering opinions from the brand and the consumer to judge whether my Idea is good or not.

Time Horizons

• Longitudinal

• Brand - looking at revenue over time

• India - Looking at population, tourism, disposable income etc. over the last couple of years.

Techniques & Procedures

• Primary Research

  • Interview with Khousheh falla-Moghari - concessions manager for MK @ Harvey Nichols -

  • Interview with Harveen Gill

  • Interview someone at MK Head offices

  • Survey - aimed at the Indian Community

  • Secondary Research Databases (Statista, WGSN, Edited) Magazine Articles (Vogue India, BOF)

GradCoach.com

_{JANSEN, Derek. 2023. ‘Saunders’ Research Onion Explained (+ Examples)’. Grad Coach [online]. Available at: https://gradcoach.com/saunders-research-onion/ [accessed 3 Jul 2024].}

_{(Jansen,2023)}

Faith, MILLER. 2024. Porters 5 forces. [InfoGraphics]

Miller. 2024. porters 5 forces. [infographics]

Acelly HERRERA. 2017. The research onion model. [online image]. available at: The Research Onion Model. (Based on Saunders et al., 2012, p. 128).  | Download Scientific Diagram (researchgate.net)

Herrera. 2017. The research onion model. [online image]

Faith MILLER. 2024. The research onion. [table by author]

Miller. 2024. The research onion. [table]

^{_{JANSEN, Derek. 2023. ‘Saunders’ Research Onion Explained (+ Examples)’. Grad Coach [online]. Available at: https://gradcoach.com/saunders-research-onion/ [accessed 3 Jul 2024].}}

^{_{GAILLE, Louise. 2020. ‘20 Advantages and Disadvantages of Survey Research’. Vittana.org [online]. Available at: https://vittana.org/20-advantages-and-disadvantages-of-survey-research [accessed 9 Jul 2024].}}

^{_{TEAM, Redaction. 2023. ‘14 Advantages and Disadvantages of Interviews’. Carlos Barraza [online]. Available at: https://barrazacarlos.com/advantages-and-disadvantages-of-interviews/ [accessed 16 Jul 2024].}}

_{(Gaille, 2020)}

• Rich data collection - detailed insights and information

Cons:

• Time consuming - preparation and the interview process

_{TEAM, Redaction. 2023. ‘14 Advantages and Disadvantages of Interviews’. Carlos Barraza [online]. Available at: https://barrazacarlos.com/advantages-and-disadvantages-of-interviews/ [accessed 16 Jul 2024].}

(Team. 2023)

Cons - The respondent may not get back quickly, or not understand the question being answered.

Cons

Faith MILLER. 2024. Data collection methods.[table by author]

Miller. 2024. Data collection methods [table]

• 84% gen Z's said they intend to splurge and spend money

• apparel is the product category that most interests gen Z's.

• purchase criteria for apparel: quality, comfort and brand.

_{STATISTA. 2023. Understanding Gen Z consumers in emerging Asian markets. available at: https://www.statista.com/study/115921/understanding-gen-z-consumers-in-emerging-asian-markets/ [accessed 10 July 2024]}

_{(Statista,2023)}

• first retailer to use 'shopping muse' on their US website.

• shopping muse recreates the in-store experience by translating consumers colloquial language into tailored product recommendations, allowing consumers to quickly find the perfect look.

• a personalised approach, like this, can increase both shopper satisfaction and revenue

• 44% of consumers are somewhat interested in adding AI technologies to their shopping experiences.

• 69% generation Z consumers interested

• 54% bridge millennials/millennials interested.

• more than 3/4 consumers have gotten AI powered product recommendations online.

• 44% consumers would be happy shopping in stores without digital assistance.

_{PYMNTS. 2024. Michael Kors offers customers MasterCard’s AI-powered ‘muse’ [online]. Available at: https://www.pymnts.com/news/retail/2024/michael-kors-offers-customers-mastercard-ai-powered-shopping-assistant-muse/ [accessed 19 Jun 2024].}

_{(Pymnts. 2024)}

Faith MILLER. 2024. Global revenue of Michael Kors in 2024, by region [Bar chart]. Incorporating data from statista. available at: Global revenue of Michael Kors, by region 2024 | Statista

Faith MILLER. 2024. Number of retail stores of Michael Kors worldwide as of 2024, by region [Bar chart]. Incorporating data from statista. available at: Michael Kors retail stores worldwide, by region 2024 | Statista

_{LOCKWOOD, Lisa. 2024. ‘Catering to the Luxury Customer, Michael Kors Has Created a Juggernaut Brand since 1981: A Company History and Timeline’. WWD [online]. Available at: https://wwd.com/feature/michael-kors-history-timeline-1236229312/ [accessed 11 Jul 2024].}

_{(Lockwood,2024)}

_{CHANDEL, Pratibha. 2023. ‘The Mk Story: How Michael Kors Became One of the Richest Fashion Houses in the World’. TheRichest [online]. Available at: https://www.therichest.com/rich-powerful/the-mk-story-how-michael-kors-became-one-of-the-richest-fashion-houses-in-the-world/ [accessed 11 Jul 2024].}

_{(Chandel, 2023)}

Faith MILLER. 2024. Global revenue of Michael Kors in 2024, by region [Bar chart]. Incorporating data from statista. available at: Global revenue of Michael Kors, by region 2024 | Statista

Faith MILLER. 2024. Number of retail stores of Michael Kors worldwide as of 2024, by region [Bar chart]. Incorporating data from statista. available at: Michael Kors retail stores worldwide, by region 2024 | Statista

^{_{PYMNTS. 2024. Michael Kors offers customers MasterCard’s AI-powered ‘muse’ [online]. Available at: https://www.pymnts.com/news/retail/2024/michael-kors-offers-customers-mastercard-ai-powered-shopping-assistant-muse/ [accessed 19 Jun 2024].}}

^{_{OPULENT. 2024. ‘Luxury Fashion & Geopolitical Shifts: A 2024 Outlook’. The Opulent [online]. Available at: https://the-opulent.co/2024/02/21/luxury-fashion-geopolitical-shifts-a-2024-outlook/ [accessed 20 Jun 2024].}}

^{_{JONES, Olivia. 2023. ‘Michael Kors Focuses on Sustainability. How Is the Brand Changing Its Standards?’ Watchard.com [online]. Available at: https://watchard.com/posts/michael-kors-focuses-on-sustainability [accessed 19 Jun 2024].}}

_{(Statista.2024)}

Faith MILLER. 2024. India: age distribution from 2018-2022 [stack chart]. Incorporating data from Statista. available at: Demographics of India | Statista

South Asia - highest GDP

As of 2022

_{CIA. 2024a. Central Intelligence Agency [online]. Available at: https://www.cia.gov/the-world-factbook/field/real-gdp-purchasing-power-parity/country-comparison/ [accessed 16 Jul 2024].}

_{(CIA. 2024a)}

_{‘What Is GDP?’ 2024. Bank of England [online]. Available at: https://www.bankofengland.co.uk/explainers/what-is-gdp#:~:text=%EE%80%80Gross%20domestic%20product%EE%80%81%20or%20GDP%20is%EE%80%80%20a%20measure [accessed 16 Jul 2024].}

_{(What is GDP. 2024)}

Faith MILLER. 2024. GDP country comparisons [screenshot by author]. available at: cia.gov/the-world-factbook/field/real-gdp-purchasing-power-parity/country-comparison [accessed 16 July 2024]

Faith MILLER. 2024. India: imports and exports [table created by author]. incorporating data from: India (IND) Exports, Imports, and Trade Partners | The Observatory of Economic Complexity (oec.world) [accessed 17 July 2024]

1 USD is equivalent to 83.54 indian rupees

• The cultural landscape of India is intricately woven with the threads of its native religions - Hinduism, Jainism, Buddhism, and Sikhism

  
  

• These Dharmic religions have left an indelible mark on Indian history, shaping its culture, beliefs, and way of life.

• India is one of the most diverse countries worldwide in terms of ethnicity and religion.

Indian cultural society

• the Indian cultural society continues to evolve while cherishing its past.

• The socio-economic landscape varies, with higher-ranking castes generally experiencing greater prosperity, unlike lower-ranking counterparts, who often grapple with poverty and social disadvantages.

Family ideals:

• The core tenets of Indian cultural life are instilled within the nurturing embrace of the family. The joint family structure holds immense significance

_{CHAKMA, Akihito. 2024. ‘Understanding Indian Culture: Know All the Core Concepts’. Global Indian Network [online]. Available at: https://globalindiannetwork.com/understanding-indian-culture/ [accessed 23 Jul 2024].}

_{(Chakma. 2024)}

• Sari: The sari is a traditional garment worn by women, consisting of a long piece of cloth draped elegantly around the body. It is often made of silk or cotton and comes in various colors and patterns.

• Dhoti: Worn by men, the dhoti is a long piece of cloth wrapped around the waist and legs. It is commonly worn in rural areas and during religious ceremonies.

• Salwar Kameez: This popular outfit for women consists of a tunic (kameez) paired with trousers (salwar) and a scarf (dupatta). It is comfortable and versatile, suitable for both casual and formal occasions.

_{MORRELL, Cori. 2024. ‘18 Best Interesting Facts about Indian Culture’. Facts.net [online]. Available at: https://facts.net/culture-and-the-arts/18-best-interesting-facts-about-indian-culture/ [accessed 23 Jul 2024].}

(Morrell. 2024)

_{GEEKSFORGEEKS. 2023. ‘National Languages of India 2024: List of 22 Official Languages’. GeeksforGeeks [online]. Available at: https://www.geeksforgeeks.org/national-languages-of-india/#list-of-all-official-22-languages-specified-by-the-indian-constitution [accessed 23 Jul 2024].}

_{(Geeksforgeeks. 2023)}

Faith MILLER. 2024. Ethical consent form: Jamal Uddin [screenshot]

• successfully utilised digital campaigns to strengthen its presence in the competitive luxury market.

• implemented social media marketing aimed at potential and existing customers.

  
  

Influencer collaborations.

• cornerstone of marketing strategy

• 'the walk' using influencers to amplify campaigns reach

• enhance brand visibility

_{SHERIDAN, Nina. 2024. ‘What Is Michael Kors’ Marketing Strategy for 2024?’ Latterly.org [online]. Available at: https://www.latterly.org/michael-kors-marketing-strategy/ [accessed 2 Aug 2024].}

_{(Sheridan. 2024)}

Faith MILLER. 2024. Brand positioning map [infographics created by author]

Faith MILLER. 2024. Brand positioning map [infographics created by author]

_{REUTERS. 2023. ‘Indian Economy Grew Faster than Expected on Manufacturing, Govt Spending | Reuters’. Reuters [online]. Available at: https://www.reuters.com/world/india/indian-economy-expected-sustain-strong-growth-amid-global-gloom-2023-11-30/ [accessed 23 Jul 2024].}

_{(Reuters. 2023)}

_{KRAMER, Leslie. 2024. ‘How Importing and Exporting Impacts the Economy’. Investopedia [online]. Available at: https://www.investopedia.com/articles/investing/100813/interesting-facts-about-imports-and-exports.asp [accessed 23 Jul 2024].}

_{(Kramer. 2024)}

Faith MILLER. 2024. India: hofsted cultural dimensions [bar chart created by author]. incorporating data from: Country comparison tool (hofstede-insights.com)

_{(India society and ways of living. 2024)}

• _{BENISSAN, Ezreen. 2024. ‘Luxury Will See India as a Prime Market in 2024’. Vogue India [online]. Available at: https://www.vogue.in/content/the-regions-luxury-will-be-heading-to-in-2024 [accessed 29 May 2024].}

  • What is it about? - The article breaks down the markets that were spotlighted in 2023, while also highlighting that India will be seen as a prime market for luxury in 2024.

  • How it relates to FMP? - The report is centred around Michael Kors and they're presence in Asia. India is an ideal market to focus on, because of the rapid economic growth they have been experiencing over the years.

• _{CIA. 2024. Central Intelligence Agency [online]. Available at: https://www.cia.gov/the-world-factbook/countries/india/#economy [accessed 19 Jun 2024].}

  • What is it about? - The CIA database allows access to key information about different countries. The information is divided into categories such as people & society, economics and government.

  • How it relates to FMP? - The database has significantly helped the research for this report as it has provided a lot of key data, that gives more of an insight into India's economical situation, such as birth rates, population, employment rates etc...

• _{MANKIRAN. 2023. ‘India’s Luxury Potential: Attracting Global Luxury Brands’. MBA ESG Business School, India [online]. Available at: https://mba-esg.in/unlocking-indias-luxury-potential-a-magnet-for-global-luxury-brands/#:~:text=Unlocking%20India%E2%80%99s%20luxury%20potential%3A%20A%20magnet%20for%20global,7%20Rise%20of%20luxury%20events%20and%20experiences%20 [accessed 24 Jun 2024].}

  • What is it about? - The website discusses the key factors that have caused India's rapid economic growth over the years as well as highlighting why the country has become a magnet for luxury brands.

  • How it relates to FMP? - In relation to the report, the website has aided the research as it has lead to potential solutions that would suit India's fast changing economy as well as potentially benefiting Michael Kors.

• _{PYMNTS. 2024. Michael Kors offers customers MasterCard’s AI-powered ‘muse’ [online]. Available at: https://www.pymnts.com/news/retail/2024/michael-kors-offers-customers-mastercard-ai-powered-shopping-assistant-muse/ [accessed 19 Jun 2024].}

  • what is it about? - The pymnts article informs the reader of the new AI-powered shopping assistant that is being introduced on Michael Kors's U.S website. It also makes the reader aware of key statistics regarding AI, such as the percentage of consumers that would be likely to use AI tools when shopping.

  • How it relates to FMP? - In relation to the report, this article provided a good starting points as to what Michael Kors are currently doing with AI. Therefore it directs the research towards in-store AI-powered tools, that would be a good fit for Michael Kors.

• _{KMANECK, Roshneesh. 2023. ‘Upper Crust: Why India Is Becoming the New Darling of Luxury Brands across the Globe’. Firstpost [online]. Available at: https://www.firstpost.com/explainers/india-luxury-brands-alia-bhatt-deepika-padukone-economy-growing-spending-power-12587022.html [accessed 19 Jun 2024].}

  • What is it about? - As a whole, the article looks at what is attracting luxury brands to India. However, more specifically, it also discusses how Generation Z's have a huge part to play in the growth.

  • How does it relate to FMP? - The article has inspired the direction to focus on Gen Z's as it is stated that they have a heavy influence on the luxury market.

• _{STATISTA. 2023. Understanding Gen Z consumers in emerging Asian markets. available at: https://www.statista.com/study/115921/understanding-gen-z-consumers-in-emerging-asian-markets/ [accessed 10 July 2024]}

  • The report highlights the key drivers that are shaping the consumer behaviour of gen Z’s in Asia. It involves data and information on the following areas: Who are they, values & interests, internet usage and shopping behaviour. The report has helped identify what gen Z consumers, in Asia, are more interested in when it comes to shopping preferences.

Faith MILLER. 2024. Ethical consent form: Ben De Pfeiffer-Key [screenshot]

STATISTA. 2024. ‘Luxury Fashion - India: Statista Market Forecast’. Statista [online]. Available at: https://www.statista.com/outlook/cmo/luxury-goods/luxury-fashion/india [accessed 26 Jul 2024].

(Statista. 2024)

_{STATISTA. 2024. ‘Luxury Fashion - India: Statista Market Forecast’. Statista [online]. Available at: https://www.statista.com/outlook/cmo/luxury-goods/luxury-fashion/india [accessed 26 Jul 2024].}

_{(Statista. 2024)}

_{MINHAS, A. 2024a. ‘India: Outlook on Luxury Fashion 2024’. Statista [online]. Available at: https://www.statista.com/forecasts/1464170/india-outlook-on-luxury-fashion [accessed 31 Jul 2024].}

_{(Minhas. 2024a)}

_{MINHAS, A. 2024. ‘India: Luxury Fashion Market Revenue 2028’. Statista [online]. Available at: https://www.statista.com/forecasts/1464005/india-luxury-fashion-market-revenue [accessed 26 Jul 2024].}

_{(Minhas. 2024)}

Faith MILLER. 2024. Revenue of luxury fashion market in India from 2018 to 2023, with estimates until 2028 [line graph created by author]. incorporating data from statista. available at: India: luxury fashion market revenue 2028 | Statista

$2,039.03 - 2015

_{O’NEILL, Aaron. 2024b. ‘GDP of India 1987-2029’. Statista [online]. Available at: https://www.statista.com/statistics/263771/gross-domestic-product-gdp-in-india/ [accessed 29 Jul 2024].}

_{(O'Neill. 2024b)}

Faith MILLER. 2024. India: Gross domestic product (GDP) in current prices from 2011 to 2029(in billion U.S. dollars) [line graph]. incorporating data from Statista. available at: GDP of India 1987-2029 | Statista

refer to Jamal Uddin questionnaire

_{About Us. 2024. Michael Kors: designer handbags, clothing, watches, shoes, and more. Michael Kors [online]. available at: Michael Kors: Designer Handbags, Clothing, Watches, Shoes, And More. | Michael Kors [ Accessed 9th may 2024]}

_{(About Us. 2024)}

_{FORBES INDIA. 2024. ‘GDP of India: Current and Historical Growth Rate, India’s Rank in the World’. Forbes India [online]. Available at: https://www.forbesindia.com/article/explainers/gdp-india/85337/1 [accessed 30 Jul 2024].}

_{(Forbes India. 2024)}

_{CHANG, Victoria. 2021. ‘Brand Analysis of Michael Kors and Propose Fashion Marketing Strategies for Chinese Market’. LinkedIn [online]. Available at: https://www.linkedin.com/pulse/brand-analysis-michael-kors-propose-fashion-marketing-victoria-zhang/ [accessed 30 Jul 2024].}

_{(Chang. 2021)}

gender - female

position - working class women

social class - upper-middle-class (annual household income of over $50,000)

life style - women going for an elegant yet sporty look

_{CHANG, Victoria. 2021. ‘Brand Analysis of Michael Kors and Propose Fashion Marketing Strategies for Chinese Market’. LinkedIn [online]. Available at: https://www.linkedin.com/pulse/brand-analysis-michael-kors-propose-fashion-marketing-victoria-zhang/ [accessed 30 Jul 2024].}

_{(Chang. 2021)}

_{GANBOLD, S. 2023. ‘Asia: Luxury Goods Market Size 2027’. Statista [online]. Available at: https://www.statista.com/statistics/1421844/asia-luxury-goods-market-size/ [accessed 1 Aug 2024].}

_{(Ganbold. 2023)}

• 237.24 Million tourists

_{STATISTA RESEARCH DEPARTMENT. 2024. ‘International Tourist Arrivals by World Region 2023’. Statista [online]. Available at: https://www.statista.com/statistics/186743/international-tourist-arrivals-worldwide-by-region-since-2010/ [accessed 1 Aug 2024].}

_{(Statista research department. 2024)}

_{HALL, Casey. 2017. ‘Michael Kors in Shanghai, Banks on Asia for Future Growth’. WWD [online]. Available at: https://wwd.com/business-news/business-features/michael-kors-in-shanghai-banks-on-asia-for-future-growth-11050056/ [accessed 1 Aug 2024].}

_{(Hall. 2017)}

• Asia counts for 4.7 billion of the worlds 8 billion total population.

_{ROSENBERG, Matt. 2024. ‘The 7 Continents from Largest to Smallest by Size and Population’. ThoughtCo [online]. Available at: https://www.thoughtco.com/continents-ranked-by-size-and-population-4163436 [accessed 1 Aug 2024].}

_{(Rosenberg. 2024)}

• by 2030, Asia will have more than 3.2 billion consumers meaning that 2 out of 3 global consumers will come from this region.

_{THE WORLD COUNTS. 2024. The world counts [online]. Available at: https://www.theworldcounts.com/populations/continents/asia [accessed 1 Aug 2024].}

_{(The World Counts. 2024)}

Masdar ZULFIKAR. n.d. minimalist pillar logo [graphics] available at: Minimalist Pillar Logo - Icons by Canva [accessed 1st August 2024]

Nomadion NOMADD. n.d. retail store icon [graphics]. Available at: Retail Store Icon - Icons by Canva [accessed 1st august 2024]

sketchify. n.d. lined doodle banknotes [graphics]. available at: Lined Doodle Banknotes - Icons by Canva [accessed 1st august 2024]

Faith MILLER. 2024. India: age distribution from 2018-2022 [stack chart]. Incorporating data from Statista. available at: Demographics of India | Statista

Faith MILLER. 2024. Revenue of luxury fashion market in India from 2018 to 2023, with estimates until 2028 [line graph created by author]. incorporating data from statista. available at: India: luxury fashion market revenue 2028 | Statista

Understanding gen Z consumers in emerging Asian markets [screenshot]. 2024. available at: Understanding Gen Z consumers in emerging Asian markets | Statista [accessed 1st august 2024]

Statista logo [screenshot]. 2024. available at: Statista - The Statistics Portal for Market Data, Market Research and Market Studies [accessed 1st august]

The world factbook [screenshot]. 2024. available at: India - The World Factbook (cia.gov) [accessed 1st august]

Tive. n.d. magnifying glass [graphics]. available at: Magnifying glass - Icons by Canva [accessed 30th July]

Vogue India [screenshot]. 2024. available at: VOGUE India: Women's Magazine for Beauty, Fashion, Lifestyle & Entertainment | Vogue India [accessed 1st august]

Forbes India [screenshot]. 2024. available at: Forbes India | Leadership, Innovation, Billionaires, Startups, India's richest people, Business news [accessed 1st august]

Business Standard [screenshot]. 2024. available at: Business News, Finance News, Union Budget 2024, India News, Stock Markets BSE/NSE News, SENSEX, NIFTY (business-standard.com) [accessed 1st August]

Faith MILLER. 2024. Michael Kors concession at HN [photograph]

• Joblessness is on the rise

  • "India's biggest challenge has been a slowdown in investments since 2011-12," said Mahesh Vyas, CEO of the Centre for Monitoring the Indian Economy (CMIE). "Then, since 2016, we have suffered too many economic shocks in quick succession."

  • The currency ban, GST and intermittent lockdowns all reduced employment, he added.

• not making or exporting enough

  • GOAL - manufacturing would account for 25% of GDP.

  • stagnant at 15% of GDP

  • exports have been stuck at around $300 billion for almost a decade.

  • lost market shares to smaller rivals such as bangladesh

_{ALLURI, Nikhil Inamdar and Aparna. 2021. ‘India Economy: Seven Years of Modi in Seven Charts’. BBC News [online]. Available at: https://www.bbc.co.uk/news/world-asia-india-57437944 [accessed 2 Aug 2024].}

2017-2018 - GDP growth expected to reach 6.7%

2018/19 - 2019/20 - GDP to accelerate to 7.3% and 7.5%

• attaining a growth rate of 8% and higher, will require addressing structural challenges.

• Investments

  • rate of investment needs to accelerate

  • private investment is controlled by factors including issues related to past leverages, credit availability, market demand and policy uncertainty.

_{WORLD BANK GROUP. 2018. ‘India’s Growth Story since the 1990s Remarkably Stable and Resilient’. World Bank [online]. Available at: https://www.worldbank.org/en/news/press-release/2018/03/14/india-growth-story-since-1990s-remarkably-stable-resilient [accessed 1 Aug 2024].}

_{(World bank group)}

• regional strategy sought to entice Chinese consumers through an immersive user-generated campaign

_{SMITH, Tamsin. 2017. ‘Why Michael Kors’ Shanghai Party Is a Killer Digital Marketing Campaign:’ Campaign Asia [online]. Available at: https://www.campaignasia.com/article/why-michael-kors-shanghai-party-is-a-killer-digital-marketing-campaign/441753 [accessed 1 Aug 2024].}

_{(Smith. 2017)}

KORS, Michael. 2017. ‘Michael Kors the Walk | Shanghai’. YouTube [online]. Available at: https://www.youtube.com/watch?v=CgT4CkiSrXM [accessed 1 Aug 2024].

Canva. n.d. group of business [graphics]. available at: Group of Businessman - Icons by Canva [accessed 1st august]

Faith MILLER. 2024. Consumer spending in India from 2nd quarter of 2018 to 4th quarter of 2023(in billion Indian rupees) [line graph]. Incorporating data from Statista. available at: India: consumer spending 2023 | Statista

_{LIKE A DIVA. 2024. ‘All You Need to Know about Fashion Trends in Indian Wear for 2024’. Like A Diva [online]. Available at: https://www.likeadiva.com/editorial/latest-trends/all-you-need-to-know-about-fashion-trends-in-indian-wear [accessed 1 Aug 2024].}

_{(Like a diva. 2024)}

_{TBH, Team. 2023. ‘Marketing Strategies, Marketing Mix and STP of Michael Kors’. The Brand Hopper [online]. Available at: https://thebrandhopper.com/2023/06/20/marketing-strategies-marketing-mix-and-stp-of-michael-kors/ [accessed 2 Aug 2024].}

_{(TBH. 2023)}

_{FITZGERALD, Benjamin. 2023. ‘Michael Kors Names Dahyun New Brand Ambassador’. FashionNetwork.com [online]. Available at: https://ww.fashionnetwork.com/news/Michael-kors-names-dahyun-new-brand-ambassador,1540200.html [accessed 2 Aug 2024].}

_{(Fitzgerald. 2023)}

_{TURNER, Elle. 2021. ‘These Are Bollywood’s Most Influential Women’. Glamour UK [online]. Available at: https://www.glamourmagazine.co.uk/gallery/best-bollywood-beauty-influencers [accessed 2 Aug 2024].}

_{(Turner. 2021)}

_{TNN . 2018. ‘Shraddha Kapoor Donates Her Clothes to Charity: Hindi Movie News - Times of India’. The Times of India [online]. Available at: https://timesofindia.indiatimes.com/entertainment/hindi/bollywood/news/shraddha-kapoor-donates-her-clothes-to-charity/articleshow/64367466.cms [accessed 2 Aug 2024].}

_{(TNN. 2018)}

Increased sales: Smart retail displays have proven to have a positive impact on sales. Research conducted by Intel showed that interactive displays can increase sales by up to 30% and capture customer attention for three times longer than traditional displays. Furthermore, a study by Mood Media revealed that 63% of consumers reported that digital signage influenced their purchasing decisions.

Personalization and customization: Smart retail displays enable personalized and customized experiences for shoppers. Smart displays can leverage technologies such as AI and machine learning to provide tailored recommendations, offers, and information based on customer preferences and shopping behavior.

Data analytics and insights: Smart retail displays generate valuable data that retailers can leverage to gain insights into customer behavior and preferences. This data can be used to optimize product placement, pricing strategies, and marketing campaigns. A study by McKinsey found that companies that extensively use customer analytics are more likely to generate above-average profits.

Integration of technologies: These displays often incorporate various technologies, including AI, IoT, computer vision, and augmented reality. These technologies work together to create immersive and seamless experiences for shoppers. According to Juniper Research, the number of consumer mixed reality app installs will reach 10 billion by 2024, indicating the increasing integration of AR and VR technologies in retail environments.

_{NICOLETA. 2023. ‘Revolutionizing Retail: How Smart Retail Displays Are Reshaping the Shopping Experience’. Tokinomo [online]. Available at: https://www.tokinomo.com/blog/smart-retail-displays-shopping-experience [accessed 2 Aug 2024].}

_{(Nicoleta.2023)}

(Evrard. 2024)

_(Kumar.2024)

• 14 and younger - 17.75%

• 15-64 - 64.66%

• 65+ - 17.59%

East Asia & Pacific

• 14 and younger - 18.64%

• 15-64 - 67.94%

• 65+ - 13.41%

South Asia

• 14 and younger - 26.77%

• 15-64 - 66.63%

• 65+ - 6.6%

_{O’NEILL, Aaron. 2024a. ‘Global Age Distribution by Region 2023’. Statista [online]. Available at: https://www.statista.com/statistics/932555/global-population-by-age-by-continent/ [accessed 7 Aug 2024].}

_{(O'neil.2024a)}

_{LINH, Khanh. 2022. ‘Asia’s Luxury Landscape Is about to Change’. The Business of Fashion [online]. Available at: https://www.businessoffashion.com/articles/global-markets/is-asias-repatriation-of-luxury-spending-permanent/ [accessed 7 Aug 2024].}

_(Linh.2022)

_{BUSINESS WIRE. 2016. ‘Michael Kors Acquires Greater China Licensee’. Business Wire [online]. Available at: https://www.businesswire.com/news/home/20160601005614/en/Michael-Kors-Acquires-Greater-China-Licensee [accessed 7 Aug 2024].}

_{(Business wire.2016)}

INSIDE RETAIL ASIA. 2016. ‘Major Asia Investment for Michael Kors’. Inside Retail Asia [online]. Available at: https://insideretail.asia/2016/06/02/major-asia-investment-for-michael-kors/ [accessed 7 Aug 2024].

(Inside Retail Asia. 2016)

_{TEAM, Dao. 2022. ‘Coach Expands Stores into China’s Third and Fourth-Tier Cities’. Dao Insights [online]. Available at: https://daoinsights.com/news/coach-expands-stores-into-chinas-third-and-fourth-tier-cities/ [accessed 8 Aug 2024].}

_{(Team. 2022)}

_{MAK, Elise. 2023. ‘Luxury Brands Reap Windfall in China from Pandemic Investments in Digital’. South China Morning Post [online]. Available at: https://www.scmp.com/business/companies/article/3218036/luxury-brands-coach-gucci-reap-windfall-china-pandemic-investments-digital-sales-and-marketing [accessed 8 Aug 2024].}

_(Mak.2023)

_{SABANOGLU, Tugba. 2024c. ‘Number of Stores of the LVMH Group by Region 2023’. Statista [online]. Available at: https://www.statista.com/statistics/245858/number-of-stores-of-the-lvmh-group-worldwide-by-geographical-region/ [accessed 8 Aug 2024].}

_{(Sabanoglu.2024c)}

_{SABANOGLU, Tugba. 2024b. ‘LVMH Group: Revenue by Geographic Region 2023’. Statista [online]. Available at: https://www.statista.com/statistics/410638/lvmh-group-revenue-worldwide-by-geographic-region/ [accessed 8 Aug 2024].}

_{(Sabanoglu.2024b)}

SABANOGLU, Tugba. 2024a. ‘Ted Baker Retail Revenue Regional 2022’. Statista [online]. Available at: https://www.statista.com/statistics/1016681/ted-baker-revenue-by-region/ [accessed 8 Aug 2024].

(Sabanoglu.2024a)

SABANOGLU, Tugba. 2023a. ‘Ted Baker Store Numbers by Region 2014-2022’. Statista [online]. Available at: https://www.statista.com/statistics/505946/ted-baker-store-numbers-worldwide-by-region/ [accessed 8 Aug 2024].

(Sabanoglu.2023a)

• This Indian style consists of a long dress-like shirt with slim-fitting bottoms. It is mainly worn by women in North India, Pakistan, and the Middle East. Indian women often wear anarkali suits on occasions like traditional festivals, annual celebrations, and formal dinners. Such occasions are what keeps traditional customs and attire alive in India.

_{ASIA HIGHLIGHTS. 2024. ‘Indian Traditional Dress - What Do Indian Women and Men Wear’. Indian Traditional Dress and National Dress of India [online]. Available at: https://www.asiahighlights.com/india/traditional-dress#dress%20for%20women [accessed 9 Aug 2024].}

_{(Asia highlights.2024)}

_{RATHORE, Manya. 2024b. ‘India: Average Monthly Salary by State 2022’. Statista [online]. Available at: https://www.statista.com/statistics/1305089/india-average-monthly-salary-by-state/ [accessed 10 Aug 2024].}

_{(Rathore.2024b)}

• rise in number of wealthy Indians.

• shift in thinking - spending rather than saving.

• Demographics - India is one of the youngest countries

• Gen Z don't believe in saving

• Gen Z are more aware of luxury brands and use the internet to shop overseas.

• Indians want to claim a better quality of life - the mindset pushes the demand for premium and higher quality products/experiences.

• India changed their laws on doing business in the country which makes it more attractive to global luxury brands.

_{KMANECK, Roshneesh. 2023. ‘Upper Crust: Why India Is Becoming the New Darling of Luxury Brands across the Globe’. Firstpost [online]. Available at: https://www.firstpost.com/explainers/india-luxury-brands-alia-bhatt-deepika-padukone-economy-growing-spending-power-12587022.html [accessed 19 Jun 2024].}

_{(Kmaneck,2023)}

_{BIRCH, Kate. 2023. ‘What to Know about the next Generation of Consumers in India’. Business Chief Asia [online]. Available at: https://businesschief.asia/corporate-finance/what-to-know-about-the-next-generation-of-indian-consumers [accessed 10 Aug 2024].}

_(Birch.2023)

_{DESK, NDTV Shopping. 2024. ‘Exploring Craftsmanship and Trends: The Evolution of Shrugs in Indian Fashion’. NDTV.com [online]. Available at: https://www.ndtv.com/shopping/exploring-craftsmanship-and-trends-the-evolution-of-shrugs-in-indian-fashion-6161200 [accessed 13 Aug 2024].}

_(Desk.2024)

_{BAIG, Ruman. 2023. ‘The Mermaid Skirt Reigned Supreme at India Couture Week 2023’. Emirates Woman [online]. Available at: https://emirateswoman.com/the-mermaid-skirt-reigned-supreme-at-india-couture-week-2023/ [accessed 13 Aug 2024].}

_(Baig.2023)

_{HANDOO, Ritika. 2024. MSN [online]. Available at: https://www.msn.com/en-in/entertainment/bollywood/shraddha-kapoor-enjoys-massive-90-million-followers-on-instagram/ar-BB1oYh2R [accessed 13 Aug 2024].}

_{(Handoo.2024)}