Michael Kors appoints Wavemaker to grow brand in China

Michael Kors appoints agency to help grow China footprint

Luxury fashion brand Michael Kors is set to ramp up marketing activity in China after appointing Group M’s Wavemaker, as its first media and content agency.

The luxury accessories and ready-to-wear brand has appointed Wavemaker to lead its media and content marketing activity for the China market.

Wavemaker was appointed following a competitive pitch process against three other undisclosed agencies.

The move, which is the first time the Michael Kors brand has appointed a media content agency in China, reflects the brand’s strategy to increase its foothold in China’s competitive fashion and luxury market.

Jason Liu, marketing director of Michael Kors, said the brand would work with Wavemaker to produce “relevant, integrated marketing campaigns.”

Gordon Domlija, chief executive of Wavemaker Greater China, said, “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.”

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