MICHAEL KORS ACCESS
A global product launch with Google.
WHY?
The watch category, once a leading business for Michael Kors, had lost momentum. To reignite it, the brand partnered with Google (software) and Fossil (hardware) to create Michael Kors Access: its first smartwatch.
WHAT?
Partnered with the Creative Director to define Michael Kors Access as a net new sub-brand with its own positioning, audience, and visual identity. Working with R/GA, the global campaign extended that identity through a fashion-meets-function story that merged Michael Kors’ style with Google’s tech.
HOW?
Launched globally across TV, digital, and OOH, paid and organic social, retail and wholesale toolkits, email and web launches, and in-store displays and events.
ME?
Marketing lead appointed by the VP of Licensing. Developed and presented the campaign brief, helped pitch to Google to secure co-marketing funding, reviewed concepts and messaging for alignment, and managed cross-functional partners, timelines, and asset delivery through launch.
The tangible impact:
+49% YoY lift in total watch category sales
Reversed a declining category and drove significant growth
AND?
The ripple effect:
Re-established Michael Kors as a leader in fashion watches
Set the internal standard for future co-branded and category launches
