INTERNATIONAL. DFS Group will launch a Michael Kors collection, exclusive to the retailer’s store network, in September.
The Michael Kors x DFS collection, “inspired by the jet-set lifestyle and New York’s urban jungle”, features 14 women’s and men’s styles, including ready-to-wear, accessories, sunglasses and watches. It also includes a DFS-exclusive edition of the Michael Kors Mercer bag.
“We are thrilled to partner with DFS once again to bring Michael Kors’ signature take on luxury to travellers worldwide,” said Michael Kors Chairman and CEO John D. Idol. “The collection speaks to the desires of our customers today and reflects the style and sophistication that Michael Kors brings to the well-travelled life.”
Exclusivity matters: The Michael Kors x DFS collection features 14 women’s and men’s styles, including a DFS-exclusive edition of the Michael Kors Mercer bag
“We’re proud to partner with Michael Kors to design a collection and an in-store experience that speaks to the excitement of travel and the thrill of discovery” – DFS Group President Merchandising and Consumer Marketing Sibylle Scherer
(Above and below) Ready-to-wear items feature among the collection’s 14 women’s and men’s styles
The collection features the exclusive Mercer bag, the Sloan Editor Medium Chain Shoulder Bag, the Kent Backpack and a Packable Puffer Jacket. Prices range from US$38 to US$348. This is the second capsule collection Michael Kors has launched with DFS.
The promotional campaign for the Michael Kors x DFS collection features Chinese actress and singer Yang Mi.
To celebrate the launch, DFS and Michael Kors have designed what the retailer described as a “first-of-its-kind” augmented reality and virtual reality in-store experience. This allows customers to jet-set into DFS locations to discover adventures, inspired by the exclusive collection.
The experience will be available at six T Galleria by DFS locations across Hong Kong, Macau, Singapore and Hawaii. There, shoppers can compete in two virtual reality games where they travel through a ‘Pink Jungle’ to discover the Michael Kors x DFS collection and enter a lucky draw offering the chance to win a trip to New York City. Then customers can capture the Pink Jungle experience using an augmented reality Michael Kors x DFS filter to share on their social media channels.
“We’re proud to partner with Michael Kors to design a collection and an in-store experience that speaks to the excitement of travel and the thrill of discovery,” said DFS Group President Merchandising and Consumer Marketing Sibylle Scherer. “We’re confident our customers will love this bright and energetic take on the jet-set lifestyle.”
The Michael Kors x DFS collection will be available in 22 DFS and T Galleria stores across 13 countries beginning September 1 and offered while supplies last.
Backpack to the future: “A bright and energetic take on the jet-set lifestyle”
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Only a limited number of pieces are available for this collection at coccinelle.com and the brand’s flagship store in Corso Vittorio Emanuele in Milan from 16 April, and in selected stores worldwide from 22 April.
The opulent store offers a curated collection of high-end jewellery, including the Serpenti and B.Zero1 collections, plus luxury handbags and timepieces from the brand.
“We’re proud to partner with Michael Kors to design a collection and an in-store experience that speaks to the excitement of travel and the thrill of discovery” – DFS Group President Merchandising and Consumer Marketing Sibylle Scherer
The collection features the exclusive Mercer bag, the Sloan Editor Medium Chain Shoulder Bag, the Kent Backpack and a Packable Puffer Jacket. Prices range from US$38 to US$348. This is the second capsule collection Michael Kors has launched with DFS.
To celebrate the launch, DFS and Michael Kors have designed what the retailer described as a “first-of-its-kind” augmented reality and virtual reality in-store experience. This allows customers to jet-set into DFS locations to discover adventures, inspired by the exclusive collection.
“We’re proud to partner with Michael Kors to design a collection and an in-store experience that speaks to the excitement of travel and the thrill of discovery,” said DFS Group President Merchandising and Consumer Marketing Sibylle Scherer. “We’re confident our customers will love this bright and energetic take on the jet-set lifestyle.”
The Michael Kors x DFS collection will be available in 22 DFS and T Galleria stores across 13 countries beginning September 1 and offered while supplies last.
