In the past year, did you visit Coach's store several times? It is understood that after acquiring the Stuart Weitzman brand and officially submitting an invitation to purchase the Kate Spade brand, Coach, a famous light luxury brand from New York, demonstrated to the world its determination to create a new “American style†luxury lifestyle group. Almost at the same time, COACH, a luxury brand, is striving to optimize its brand image and operations through a series of actions. Through a three-year steady transformation, profits have also been improved.
Perhaps Chinese consumers have forgotten that a few years ago, the door of the Coach store was once so hot that it pulled the railing to limit the passenger flow. However, the brands that started in 2012 and 2013 experienced a roller coaster-like performance decline, as described by the brand's staff: Before 2012, all the media were chasing Coach's visit. By 2014, they were all less active.
Above: Coach's transformation
“I really hope that everyone will come and see that Coach has really changed,†said Yann Bozec, Coach Greater China President and CEO. The reporter streamlined COACH's transformation measures over the past few years:
Above: Yann Bozec, President and CEO of Coach Greater China
Brand design is young, trying to attract young consumers
In September 2013, Stuart Vevers, who was the director of accessories design at Loewe and Mulberry, took up the role of Coach Creative Director, and created hot-selling series such as Mercer and Swagger (see below). On the occasion of the 75th anniversary of the brand's celebration last year, Disney Disney has released the limited edition collection Coach 1941 X Disney. Once the company also upgraded its Coach rating to “outperform†(outperform). Autumn and winter series recently released, Coach is again themed with space fantasy elements, and launched a limited space (COACH SPACE) series with NASA.
Above: Swagger Series
Popular series products have been sought after and sold hot, which has boosted Coach's overall sales growth. In the third quarter of fiscal year 2017, in the physical retail stores in North America, the sales of high-end handbags accounted for a significant increase over the same period last year.
Above: Cooperating with NASA NASA to launch the COACH SPACE series
Participate in Fashion Week to increase the sense of fashion
In February 2014, Coach made its debut at New York Fashion Week and released a bag and ready-to-wear collection designed by Stuart Vevers. In January 2015, it made its debut at London Fashion Week, bringing together men's clothing, bags and bags designed by Stuart Vevers. Footwear and other complete living product series debut; September 2015, Coach held the first real fashion show in New York Fashion Week, and the first release of the Coach 1941 series.
Above: Coach New York Fashion Week Releases 2017 Autumn/Winter Collection Premium Outfit
Through the Fashion Week, the brand showcases Coach's new image to global consumers and tries to increase the fashion recognition of the Coach brand in consumers' hearts.
Want to find out more about cashmere sweaters, cashmere sweater manufacturers, cashmere sweaters, cashmere sweaters?
Pay attention to WeChat public number "Cashmere sweater industry platform" to learn more about cashmere sweater information
Polyester Air Covering Yarn,Covered Yarn,Polyester Spandex Bare Yarn,Professional Polyester Covered Yarn
Shaoxing Shiffon Textile Co., Ltd , http://www.shiffontex.com