The American luxury brand knows how to think outside the bag.
Coach is on the brink of a turnaround, amid declarations that the handbag category is failing. Below are 6 components that will contribute to the retailer’s comeback.
1. Becoming the first brand follow modern luxury concept
In the current harsh competitive fashion background, luxurious brands face challenges and they have to make a change. As a result, Coach believes this differentiates itself from the traditional luxury brands, since Coach has faith in the opportunity for ‘modern luxury’ – a trend that is about approachability— is huge.
Having though that today’s modern consumer is not about exclusivity, they are about authentic brands, they want great quality and certainly they want great experiences, but the consumer is always looking for value.
2. A better selection of products
Coach will have a better mix of products from designs to pricing range, to define “accessible luxury” for a generation.
3. New products from Stuart Vevers
Stuart Vevers, who joined the company as creative director in 2013, has been making waves with his designs. “Stuart Vevers’ new products have been very well received by customers across geographies,” CEO Victor Luis shared. “Now, his products will be more accessible to a wider range of consumer”.
4. A series of new stores
Coach has been working to renovate its stores to what the brand is calling a “Modern Luxury” concept. These renovations have been driving significant inflections from previous trends and comps and customers’ tastes.
5. Marketing campaigns that resonate with its core audience
Coach is trying to reach young audiences in alignment with the ‘Modern Luxury’ concept. Not only having thrown a campaign that asked consumers to post photos of their dogs in Coach bags on Instagram, but also cooperating with popular celebrities such as Selena Gomez, James Franco, etc.
6. Coach has its flagship store in Vietnam
Thanks to the cooperation with Maison Fashion Group, Coach will officially re-open in Vietnam, with the flagship store located at Saigon Centre, district 1.
To mark this significant come back, Coach is bringing to town a brand new concept style and design called ‘Modern Luxury’, in order to help target customers have more chances to approach luxury goods, as well as for Coach to be closer to the dynamic, modern youth in Vietnam. Besides a selective premium range of leather bags and goods, Coach also introduces to the market its exclusive Coach x Selena Gomez collection as part of the opening.
Keep updated with Coach at:
Website: www.maisonjsc.com
Facebook: @maisonjsc
Instagram: @maison.fashiongroup