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Michael Kors finds a new audience on TikTok Shop ahead of Black Friday

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Michael Kors finds a new audience on TikTok Shop ahead of Black Friday

Michael Kors is finding an audience on TikTok Shop among consumers who, according to Capri Holdings chairman and CEO John Idol, barely knew the brand existed.

The brand launched its Shop during its fiscal second quarter, and business through the channel is running at almost four times initial expectations, Idol said on Capri’s October 30 earnings call. The early performance comes as Michael Kors cuts promotions and seeks younger shoppers to support a sales recovery.

“At Michael Kors, in particular, the Gen Z consumers, they almost didn’t know who we were,” Idol said. “We need to educate them more.” That admission puts the brand’s investment in social commerce in context; ultimately, the brand is using TikTok to introduce its products and positioning to younger consumers, with a direct path to purchase.

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