Michael Kors 为触达 Gen Z 开设 TikTok Shop，销量达原计划近四倍
Capri Holdings CEO admits Gen Z shoppers barely knew who Michael Kors was, so the brand opened a TikTok Shop to reach them
Capri Holdings 董事长兼 CEO John Idol 在 10 月 30 日财报电话会上承认，Gen Z 消费者“几乎不知道我们是谁”，Michael Kors 因此在本季度开设 TikTok Shop 触达年轻消费者。
Capri Holdings chairman and CEO John Idol admitted on the October 30 earnings call that Gen Z consumers “almost didn’t know who we were” at Michael Kors, which opened a TikTok Shop during the quarter to reach younger shoppers. Idol said the shop is selling almost four times what Capri originally planned, but the company didn’t say what that plan was or how much the shop has actually sold. Michael Kors still lost ground overall, with revenue down 8.6% to $663M in the quarter, which Capri partly blamed on about $50M in sales lost to inventory delays.
Paul Drecksler is the founder and editor of Shopifreaks, covering the most important stories in e-commerce.
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来源：shopifreaks · shopifreaks.com