Kate Spade vs. Michael Kors

I am always on the lookout for a new handbag, so this social media assignment compelled me to compare the social media footprints of Kate Spade and Michael Kors.  These retail brands offer a variety of products that span from clothing, to shoes, to handbags.  They both seem to be focusing on providing an ecosystem of high-end products for their customers.  It is evident that both companies are investing in building an online presence, however, Kate Spade is accessible via a broader set of channels as reflected below.

Channels Participating In

Kate Spade

Michael Kors

Website

Yes

Yes

Blog

Yes

No

Email

Yes

Yes

Facebook

Yes

Yes

Twitter

Yes

Yes

Tumblr.com

Yes

No

YouTube

Yes

Yes

Pinterest

Yes

Yes

Instagram

Yes

No

 

Channel Activity

Below is a summary view of the activities for each social media channel that the company is utilizing. This table reflects how often they participate in the channel, with some key usage measures noted.  While both companies joined Facebook in 2008-2009 their activity engagement level and type of activity seems to differ.  Michael Kors has more Likes on Facebook, but they seem to make fewer posts on average with a focus on showcasing product photos.  While Kate Spade has fewer Likes they are more active and post 5-6 times per week with a mix of product photos, special offers, and references to their blog.  This trend is seen on Twitter as well where Michael Kors has more followers, but has fewer tweets in comparison to Kate Spade.  As I reviewed the various channels it is clear that both companies do leverage content across multiple channels and present a similar branding across most of the channels.  For example, I found the same image posted on the Kate Spade blog, on Facebook, and Twitter.  Thus it does appear as if there is an intent create an integrated experience for the customer.

Kate Spade Channel Activity

Website

Links to all other channels

Blog

Posts 1-2 times a week

Email

Access to exclusive offers

Facebook

1,104,822 Likes & joined on March 10, 2008

Twitter

15K Tweets & 592K Followers

Tumblr.com

regular posts

YouTube

4,356 Subscribers

Pinterest

15 Boards & 3,141 Pins

Instagram

2,263 Posts & 579,315 Followers

Michael Kors Channels Activity

Website

Links to all other channels

Emails

Access to exclusive offers

Facebook

13,312,504 Likes & joined on June 29, 2009

Twitter

5,755K Tweets & 1.93M Followers

YouTube

11,420 Subscribers

Pinterest

14 Boards & 2,247 Pins

 

Community Engagement & Culture

Based on the above information it is clear that each company has created a social media platform with associated communities.  However, it seems like Michael Kors is using their social channels as more of a marketing tool.  Most of their online posts include product links or photos of products, which seem to leave a marketing footprint for the customer.  In comparison Kate Spade has more of a social culture where they seem to have established a conversation with their followers.  They post a mix of product and general lifestyle info across their channels that made the brand more human to me.  For example, on Twitter they share product info right alongside info about what a person had for breakfast and what they are wearing to a concert.  This variety of lifestyle and product information formed a stronger brand connection for me and my next handbag is more likely to be a Kate Spade!

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