Capri Holdings Tone of Voice — Luxury & Definition

Tagline: "Defining Luxury"

Industry: Luxury

Sector: Consumer Goods

How Capri Holdings Communicates

Capri Holdings ties fashion to defining luxury. "Defining Luxury" frames the group — home of Versace, Jimmy Choo, and Michael Kors — around iconic high-fashion luxury brands — luxurious, aspirational, premium. The voice is luxury-fashion-house and refined, selling the prestige of owning celebrated designer names, positioning Capri around a portfolio of global luxury houses that together shape what modern high fashion and accessible luxury look like.

Tone Words

Capri Holdings's brand voice is defined by the following tone words: Luxury, Definition, Premium.

Communication Style

Language Style: Luxury-fashion-house
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Capri Holdings Brand Story

Capri Holdings owns Versace, Jimmy Choo, and Michael Kors.

Brand Message

Versace, Jimmy Choo, Michael Kors

Brand Mission

To be a leading designer, marketer and distributor of luxury goods

Brand Positioning

Core Concept: Luxury definition

Central Tension: Mass vs. Luxury

About Capri Holdings

Capri Holdings Limited (formerly Michael Kors Holdings Limited) is a multinational fashion holding company, incorporated in the British Virgin Islands, with executive offices in London and operational offices in New York. It was founded in 1981 by American designer Michael Kors. The company sells clothes, shoes, watches, handbags, and other accessories. In 2015, the company had more than 550 stores and over 1,500 in-store boutiques in various countries. Capri is the parent company of the eponymous Michael Kors brand and Jimmy Choo. It previously owned Versace, which was sold to Prada in 2025. Tapestry, owner of Coach New York and Kate Spade, offered to buy Capri for $8.5 billion in 2023, but called off the acquisition after it was blocked by a federal judge the following year.

Frequently Asked Questions About Capri Holdings

What is Capri Holdings's tone of voice?

Capri Holdings uses a luxury, definition, premium tone of voice. Their communication is luxury-fashion-house, typically using statement-style sentences in the present tense. Their tagline "Defining Luxury" exemplifies this voice.

What is Capri Holdings's brand message?

Capri Holdings's core message: Versace, Jimmy Choo, Michael Kors Their mission: To be a leading designer, marketer and distributor of luxury goods

What is Capri Holdings's slogan?

Capri Holdings's slogan is "Defining Luxury". It carries their luxury, definition, premium voice.

What is Capri Holdings's mission?

Capri Holdings's mission: To be a leading designer, marketer and distributor of luxury goods

What makes Capri Holdings's brand voice unique?

Capri Holdings stands out through their luxury, definition, premium communication style. Their central brand tension, "Mass vs. Luxury", shapes how they communicate across the Consumer Goods sector.

What language style does Capri Holdings use?

Capri Holdings uses luxury-fashion-house language, with imaginative messaging, in statement-style sentences, using the present tense.