International Jock

Thursday, October 06, 2011

Michael Kors Launching New Men's Underwear Collection Soon

It seems that everyone who is anyone in fashion has to have an underwear at some point, it's like the sign that you've arrived.  Kind of like how it seems that ever celebrity and their mother has to launch a fragrance line.  Anyway, top American fashion designer Michael Kors, known mostly for his women's handbags, shoes, and of course his prominent role as judge on Project Runway, is now branching into the men's underwear world.  The collection is very basic and consists of briefs, boxer briefs, and boxer shorts as well as an assortment of different undershirts.  All the styles come in three colors: black, white, and powder blue.  Nothing very original or outside the box.  It seems that Kors is aiming to get in with the other department store staples like Calvin Klein, Hilfiger, and more recently 2(x)ist.  The question is will he be able to do it?  His new collection is very basic and far from innovative in my opinion.  I feel that the type of man he's marketing towards won't be so willing to branch out and try a new brand -- the guy who I think would buy his brand is certainly not an underwear connoisseur and thus probably has his brand that he sticks with year after year.  If I was in the market for basic underwear I certainly would branch out and try a brand new brand.  It will be interesting to see how Michael Kors fares against more established brands in the same category like Calvin Klein.  The line also comes in two and three packs, which gives you an idea of the target market.  The new collection is available for pre-order or Kors website for between $26 - $34.  It should be available in department stores like Nordstrom, Macy's and Bloomingdale's soon.  Below is a teaser commercial for the new line.

1 comment:

Anonymous said...

You are spot on with your comments. I'm in the underwear business on the design end, and I was surprised at the lack of originality---very basic. And in this competitive field, any new brand needs to have some type of original look or unique style/ fabrication that will set the brand apart from everyone else. I don't see this going very far.