Michael Kors is investing heavily in marketing its new diffusion line and as a result, consumers are associating the company as a lifestyle brand in line with Coach and Tori Birch. The company is also using social media as a way to use consumers to market its brands. It has a blog site called MK Timeless where consumers can upload pictures of their Michael Kors watches and a campaign called Watch Hunger Stop where the company donates money to the World Food Program for every hundred timepieces purchased. These marketing strategies have paid off for the company with strong brand equity.
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