The first Michael Kors boutique in South Africa opened at the end of 2016 in the V&A Waterfront Mall in Cape Town.
Designed by the brand’s in-house team, the 2,497-square-foot store reflects the pared down, all-American style that is a signature of the Kors label, including a clean, neutral palette. Showcased within the store are the ready-to-wear, footwear and accessories collections from Michael Michael Kors. Watches, jewelry, eyewear and a selection of fragrances are also part of the merchandise mix.
Kors, a frequent visitor to Cape Town, not to mention a safari enthusiast, said the city is one of the region’s key shopping destinations. “The city represents the mix of sophistication, glamour and ease that defines everything we design,” he said.
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For its first foothold in South Africa, the company partnered with the Surtee Group, a South African specialist retail company whose brand portfolio includes Hugo Boss, Paul Smith, Burberry, Lacoste, Giorgio Armani, Hackett and Dunhill, among others. “It was a project that was realized over the course of two years that came to fruition with our beautiful store in Cape Town opening in December,” managing director Fazel Surtees related. Kors was casting about for a local partner, he said. “To this end, they led interviews with various companies, as it is an internationally acclaimed and sought-after brand, but ultimately our long-standing relationships with a number of well-respected international brands and our outlook on the luxury brands in our business cemented our partnership with Michael Kors,” Surtees added.
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The jet-set lifestyle is a key part of the brand’s DNA, according to designer, a lifestyle he expressed in an e-mail interview as “this idea of traveling and having the clothes and accessories that can keep up with a fast-paced life. It’s the idea of being able to get up and go at a moment’s notice while looking effortlessly chic along the way. The truth is, everyone’s life is busy these days, and no matter where you’re going, you want to look good.”
The Kors aesthetic resonates well with the South African customer, Surtees believed, adding the brand will appeal to the area’s consumers because of its affordable luxury pricing and on-trend style.
The South African economy has taken a beating in the last two years, what with political scandals, rising unemployment and social unrest making investors jittery. The currency plunged to an all-time low of 16.84 South African rands to the dollar in January 2016 and now hovers around just 13.47 South African rand. The economy’s growth is forecast at only 1 percent in 2017. Nevertheless, Euromonitor maintains that the country remains well-positioned as the gateway to the African continent’s luxury market. “The country offers an already established luxury market, infrastructure and quality shopping centers. For these reasons, South Africa is perceived by many retailers as one of the shopping destinations of choice on the continent, with an existing customer base,” the research firm said.
Echoing the Euromonitor report, Surtees said that despite the challenges, the retail climate in South Africa is still attractive to international brands that want an African foothold. “It has matured considerably and more international brands have entered the market, leaving it more saturated but we remain positive despite this,” he said.