Michael Kors engaged Spring to deliver a digital activation strategy to help elevate the Michael Michael Kors (MMK) brand from the Michael Kors flagship brand. To deliver the creative concepts, we undertook a detailed look at the marketplace of 'Affordable Luxury', as well as MMK's role in powering growth in that sector globally.

Secondly, we looked to identify and understand the motivations of the 'MMK Girl'. How was she different to the competition, and did her digital behaviors differ as a result. Armed with these insights, we delivered a positioning strategy to C-Suite level, including a series of creative recommendations, that place mobile and experiential at the heart of the idea.