COACH Reform Is But Three Axes. Do You Know How To Do It?

At the end of October 7th, the latest quarterly earnings report was released. Unlike last financial report, China's sales have finally recovered, and share prices have not been as wild as before.

The mainstream media also say that this is because Cox's reform has finally worked, but in fact, we can see the following reforms.

In fact, it was still too early to evaluate the reform of the company on the basis of the first quarter's earnings report. After all, the overall environment of the whole luxury industry was slowly reviving in the second half of the year, all of which owes to the fact that the Chinese government's efforts to fight corruption are getting smaller and smaller.

Therefore, if we really want to discuss the issue of whether the reform is successful or not, we may not wait until a year later.

Starting from the second half of the year, the biggest news of Coach is that Hongkong's largest flagship store in China closed early.

But according to the latest news, next month, Kou Chi is about to open a new store in Hongkong.

After all, according to the rent signed by Cox in the year, it is not the first half of the business to be able to bear the burden.

At the moment, we are reopening our shop in Hongkong, first of all, the rent of Hongkong.

The recession, as well as the protests of the major luxury goods groups, have fallen, and there were also media claims that the future rent of Hongkong's front-line shops would fall by 3-5.

In the case of rent, Kou obviously saved a lot of money.

Think about it slightly. It seems that from the beginning of the year, coco is playing a lot of chess.

In addition to closing stores and opening stores, there is another way for the company to enter the fashion week formally.

This year's September New York fashion week is the first appearance of coco Chi. In this fashion week, Shanghai launched the first batch of high-end women's wear.

From the current word of mouth, fashion week's performance can be commendable, but there is a more peculiar phenomenon: in the days of fashion week, the price of the company still fell, and there was no improvement.

In September 18th, her share price fell to $29.85 per share. Although the decline was not large at the time, it could be seen that the dress did not achieve much success in this reform. The maximum limit is that you may realize that the future may take the maiden line.

To say that the change should be bigger, it should be the later promotion team.

In mid October, Cox formally announced that it invited Caroline Deroche Pasquier, the brand communications director of LVMH group as Givenchy brand, to be the senior vice president of the company, and the global director of Jo Baldwin creative studio, Executive Creative Director of Net-a-porter group.

You can see from these two CVS that they are all veterans of propaganda.

Pasquier is joining Coach except for LVMH group.

(Givenchy) outside the brand's brand communication director, she is also Louis Weedon's director of international media and public relations.

Baldwin Net-a-Porter was responsible for all the visual strategy directions of Net-a-porter.com at the time.

The inclusion of the two of them is understandable.

With the help of these two public relations skills and brand publicity capabilities, I want to reverse the old stereotype of Cox.

The company's CEO Victor Luis has long said that the purpose of this appointment is to promote Coach as a modern luxury image with unique design sense.