American designer Michael Kors on how the new Singapore flagship store is better than online shopping

Singapore — You’ve seen him as a judge on Project Runway for 10 seasons, giving contestants on-point advice and critiques on their creations. Michael Kors, the famed American designer behind his eponymous luxury brand, is similarly clear-eyed about the changing fashion world.

His brand has unveiled a range of wearable technology with its smartwatches, and it built an impressive following in the world’s largest market when it opened its flagship store in Shanghai two years ago by connecting with audiences through channels such as Weibo and WeChat.

The 57-year-old, who is currently in town for the official opening of the Michael Kors flagship store at Mandarin Gallery this evening and received an orchid named in his honour yesterday, told TODAY the brand’s continued relevance and success these 35 years comes down to “understanding my customers and their core needs and wants, and staying in touch as they evolve”.

Most of all, a brand needs vision and direction, a distinct point of view. “Mine is that everyone wants excitement, charm, and glamour, but at the same time they need the practicality of clothes and accessories that can keep up with their 24/7 lives,” he added, citing that launching smartwatches was a natural progression that came from looking ahead and realising that customers are constantly plugged in.

He tells TODAY more about how he stays on top of the fashion game.

1. Open flagship stores that give customers a great brand experience beyond online shopping

“When you step into our flagship in Singapore, you step into the complete world of Michael Kors. It’s a way for us to share the full idea of what the brand is about. Much as I love online shopping — and I love it — the experience of actually seeing and touching the clothes, the bags, the shoes ... That’s something I want to give all my customers.”

2. Capture the youth market because there are no rules when it comes to fashion

“In today’s world, I really believe there are no rules about dressing a certain way at a certain age. Young women are incredibly sophisticated about fashion, and older women look and dress younger than they ever have. So you can take the same bag, and a teenager will be carrying it in bright red, and a 20something who is entering the workforce is carrying it in black, then a 40-year-old is buying it in a bigger size in a chic camel shade.”

3. Use the right dose of social media to connect, not overwhelm

“It’s about finding a balance. For me, the absolute best thing about social media is being able to have a conversation with my customers. Social media posts are like the trunk shows of today. When we post a photo, I know right away if people are responding to it. On the other hand, there is so much information out there, so many images all the time, that I think people get overwhelmed. We’re trying to figure out what’s best for us and our customers — how to keep the conversation going without adding to the too-much-ness of things.” Serene Lim