Luxury Brand Coach Sales Decline In Two Digit, Eager For New Positioning

< p > > a href= "http://sjfzxm.com/news/index_c.asp" > "Kou Chi" /a "is not the only embarrassing foreign brand. Many of the" fake luxury goods "that lead to the positioning deviation after entering China have led to the localization of the" luxury goods ".

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< p > Coach's earnings in recent quarters are indeed not optimistic. Sales in the third quarter of fiscal 2014 as of March 29, 2014 amounted to 1 billion 100 million, down 7% from 1 billion 190 million US dollars in the same period last year.

The worst is the North American market, falling to 2 digits.

It is worth noting that this is not the first time that the North American market has slipped and the downward trend has been going on. This is why Coach is in urgent need of a major adjustment at this time.

So we saw the closing of 70 branches in North America and the restructuring of the global store network.

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"P" "when I came back from America in 2010, I brought back a Coach bag in Ortles.

At that time, because of too many people, sweating all over, at last, I could only feel a little bit.

As a result, she was snatched away by her customer friend when she returned home. She took the taxi to my house the first time and took the bag away when the money was released. At that time, I was not very willing to change hands.

Lina has been in the fashion shop for many years, and sometimes acted as the next buyer. "The bag was the fastest, about 1200 yuan, and the other side was very lucky. There were many late followers who cried out.

Coach was so red at that time. "

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< p > > a href= "http://sjfzxm.com/news/index_c.asp" > < < /a > > shows the same. Coach has been prosperous in the Chinese market in the past two years, but only in the declining trend of North America, it failed to stop the overall performance of the company.

But China's flourishing has gradually changed, a large number of consumer groups from a second tier city to a three or four tier city, the huge sales turnover of customers can not be ignored.

Lina said that today, the American outlets still attract a large number of Chinese people, but her friends have already turned to other homes, and no one has been carrying them out again.

They think that Coach is "eyeful logo" and the classic canvas material is not big enough. The leather series makes people feel that "small expensive" is not worth it.

In a word, the position is very awkward.

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< p > designer Stuart Vevers is confident after he has settled in Coach. He once said publicly, "I think the future of Coach is a brand that balances practicality and luxury. Through the interpretation of New York elements, we can create a luxurious brand full of American market sentiment".

And the brand does intend to position itself in the "modern luxury" lifestyle brand and start to move closer to civilian fashion, as is China, because North America is now probably the future of China.

So they changed the strategy of setting up shop in China in the past, such as the withdrawal of Beijing (Beijing store) Xinguang (Xinguang store) world store, and the choice of a younger and more fashionable old Buddha's department store.

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< p > > a href= "http://sjfzxm.com/news/index_c.asp" > Europe < /a > luxury goods manufacturers are raising their handbag prices to more than 4000 euros, tilting towards a more high-end market.

Because the market is developing slowly, this gives us the opportunity of American fashion brands represented by light luxury.

For example, the Michael Kors, which was at its peak, reached $917 million 500 thousand in the fourth quarter of fiscal year 2014 in May 29, 2014, an increase of 53.6% over the 597 million 200 thousand US dollars in the same period last year.

Tory Burch also performed well.

By contrast, Coach is a bit miserable.

In fact, originally in the United States, they should have been the same tier brand.

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< p > "Coach came into China early, then appeared in the image of high-end luxury goods, opening up stores was a big brand operation, and the era of Chinese Coach was also quite crazy.

But with the gradual maturity of Chinese luxury goods and frequent overseas travel, Coach has come back to its roots.

Otherwise, what can we do if the 345 line cities are finished? "An industry insider said," in fact, the earliest strategy of Coach is not wrong from the market, because at that time China only recognized big names, and "light luxury" was only accepted and popular in recent years.

Michael Kors came in late, but its timing was very consistent with its positioning. It never tied itself to "luxury". Instead, it caught the busy young people's heart in China and responded to their lifestyle. It is also the reason why they are now growing rapidly in China.

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