Question · Q3 2026
Oliver Chen inquired about the timing for positive growth at Michael Kors, specifically if the back half of next year is more likely, traffic levels across channels with online being attractive, and the framework for marketing spend as a percentage of sales.
Answer
Chairman and CEO John Idol confirmed that acceleration in the back half of next year (calendar H2) is likely, driven by a full transition to new product in full-price, anniversarying promotional activity, expanded social media channels, and significant transition in the outlet channel. He also noted that Daigou sales reductions would be behind them, reducing headwinds. CFO Raj Mehta stated that marketing spend is just north of approximately 8% of sales, which is considered a healthy percentage, with a focus on wise spending on influencers and TikTok, and Michael Kors' specific marketing spend is slightly higher.
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