Michael Kors is attracting younger consumers through TikTok Shop, where sales are running at nearly four times initial expectations. Here’s what you need to know:
Michael Kors launched on TikTok Shop during its fiscal second quarter, with sales running at nearly 4 times initial expectations, according to CEO John Idol.
Michael Kors cut promotional days by about half and reduced markdown inventory by 40% during the quarter, helping lift average selling prices and gross margins.
The $359.50 Hamilton Soft handbag became one of Michael Kors’ bestselling styles, driven partly by organic influencer interest. Demand exceeded expectations, creating inventory shortages.
Michael Kors’ global customer database grew 8% year over year, with millennials and Gen Z among the younger consumers engaging with Michael Kors and sister brand Jimmy Choo.
While Michael Kors’ quarterly revenue fell 8.6% to $663 million, management expects a return to revenue growth in its fiscal fourth quarter as the company is increasing holiday marketing, bringing in new products, and addressing inventory constraints.
Founded in 1981, Michael Kors brings a jet-set approach to luxury, with designs that blend modern glamour and timeless style.
Charm Growth Score: 81.99
Charm Success Score: 98.61
Fastest-Growing Channel: Facebook (18.0M Followers)
Michael Kors is a luxury fashion brand offering designer handbags, watches, shoes, jewelry, and clothing for women and men.
As a new seller on TikTok Shop, Charm data shows Michael Kors' U.S. TikTok Shop data for September and October 2026.
$3.3M
Total shop sales
The company generated $1.9M in sales in October alone.
$229.3K
Sales of their top product
Their top-selling product during this time period was the Winnie Faux Shearling Boot.
70.4M
Total shop video views
Their top video by revenue was published by the creator @frozen.fable and generated $57.4K in revenue and 1.4M views.
One TikTok Shop livestream generated $1.25 million in sales. What went into it?
At Charm, we analyzed the top 200 highest-grossing U.S. TikTok Shop livestreams from January through September 2026. Together, they generated $28.94 million, with just 45 creators hosting all 200.
Our new report explores:
Length and timing: How long top streams lasted and when they went live.
Hosts and audiences: Who drove repeat success and how audience size related to sales.
Products and promotions: The assortments and offers featured in top-performing streams.
Our partner Bambuser also shares how brands can apply these lessons to live shopping on their own websites and apps.
Planning your next livestream?
Get the report to see what’s working.
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