Coach Debut In London To Promote Men'S Wear Series

Since Coach changed its new design director in 2013, its High-end The trend is obvious to all. This time it will also take a big step in men's wear -- on the January 2015 London men's week.

Stuart Vevers, the creative director of Coach, started wearing high-end women's clothing last year, and found Prada's once used photographer, Steven Meisel, to shoot Retro Black and white movies that were completely different from the past. It also reduced logo and introduced high priced bags including Coach Borough. In the past autumn and winter series, Coach also released a complete series of men's shoes.

Stuart Vevers said in an interview that the series would have about 20 designs, mostly men's coats and others. Men's clothing 。

In fact, Coach launched the men's wear series in 1941, but began to increase investment in 2010 after digging Greg Units from Brooks Brothers. Now Greg Units is the vice president of the brand and the managing director of global men's clothing and authorized stores. In addition to the newly launched shoe line this fall, Coach also sells a lot of men's bags, wallets, watches and accessories, all of which are based on classic and practical design.

Stuart Vever hopes that men's clothing can be as high as women's clothing. Stuart Vever said he wanted Coach to jump out of the local environment, because the brand itself was also influenced by many internationalisation, so New York chose to show the first complete series of special presentation methods overseas. In recent years, many American brands have begun to try to move to Europe and move their repair fields to London, as is the first time in London a few days ago, the secret of Vitoria.

Europe is indeed the first choice for men's wear. It is reported that in July 2015, New York might start its own men's clothes week, but it was almost a year later.

The cost of changing Coach is sales and profits. In order to innovate its image, Coach has shut down a large number of outlet factory stores and reduced promotional activities. But this directly led to a 24% decline in the same store sales in the same quarter this year, reaching a record low. Although it is not possible to predict the long-term effects of this strategy, it seems that in the face of competitors Michael Kors and Kate Spade, Coach has lost the advantage in price, which has led to a decline in sales directly.

Since 2014, Coach has not received good news on financial data. In 2013, Coach's net profit dropped slightly from $1 billion 39 million in 2012 to $1 billion 34 million. In the first quarter of 2014, Coach's same store sales in North America fell by 21% in fourth consecutive quarters. The first quarter earnings report of the 2015 fiscal year Coach announced last year showed a 10% decline in revenue, which is even higher than the 7% decrease in the previous quarter. And the whole Sales in North America Down 19%, compared with the same store sales decreased by 24%. Though higher than analysts' expectations, the downward trend is not optimistic. If no change is made, Coach expects sales in North America will reach 14% to 19% by 2015.

But the good news is that over the past four years, Coach's sales of men's accessories have risen from $100 million to $700 million, now accounting for 14% of Coach's overall sales. In the current Coach growth is weak, the potential of men's series is still worth digging. In fact, some analysts believe that the men's market will be a new growth point of retail sales.

The men's shoes series released in September this year, the men's watch series in November and the upcoming men's clothing in London show that Coach is increasing investment in men's clothing. The multi product line also means that Coach wants to be more like a lifestyle brand.