As a luxury brand Coach Canada
global CEO, Frankfurt feel " Shanghai fashion sense is increasingly close to New York ," which provides a good environment for Coach rapid expansion in China."The new season of " Gossip Girl " Coach has emerged in the package, we did not allow them to use the money in the program ." Coach McGowan , president of the Asian region (Andre Cohen) said . Well , Coach is how the United States from a nondescript middle tier brands into global luxury brands ?
Founded in the 1940s, the Coach brand has always been a symbol of American professional women. Until the late 1980s , Coach has become the United States because of its durable quality family favorite. At that time , most women wear to work on Wall Street straight breasted shirt, and silk tie , and then with a Coach briefcase .However, the situation in the 1990s changed. American workers are no longer required to wear was so stiff serious, can be replaced with a more stylish briefcase style, the beginning of a new wave of workplace impact of such traditional conservative Coach. At the same time , from Europe LV and Gucci and other brands began to enter the U.S. market - these European boutique bright colors , fashion design, by contrast, the limited time Coach variety, style has little innovation.Times have changed , Coach has played up early to catch a late set. CEO took office in 1995 in Frankfurt (Lew Frankfort) , he realized that " this is the time for a change ."In 2000, the average selling price was $ 200 Coach Outlet
, less than half of the European boutique , but the quality remains " solid and durable ." For this situation , the company discussed the " luxury at your fingertips " This position, I hope to provide those who do not want to buy at high prices to European boutique boutique consumers but desire to have another alternative.
The higher the price , the lower sales volume , " a narrow consumer group " is the most offensive Frankfurt European luxury business management. "In America, we lock in the top 20 % of households , other European brands may be locked only 3% of households ." He explained so choice made by Coach .After a clear brand positioning , Coach need to make the brand more young, fashionable , even at challenging the rules of the industry, to reverse the impression that people on its "old stiff " in .To achieve this goal , the first is to change the product . In 1996, the then 33 -year-old Frankfurt convince designers to join Rhett Krakow Coach, in order to carry out a series of product changes. Reid adding to the past, only leather , Coach bag color lines began changing , and now, fully leather Coach bag only 35% , the remaining 60% of teenagers are mixing different textile fabrics , leather, canvas and other materials Coach Canada Outlet
. Compared to the heavy sense of full leather products , new handbags become more lively and more stylish.