Coach May Start To Recapture The Market.

Coach 1941 just finished the show in New York fashion week.

Both design and sales are well received.

Coach1941 was established in the winter of 2015. As a high-end product line, it is an important step for Coach to revitalize its brand strategy.

It is no longer a new thing that Coach has been declining. Since 2013, Coach's same store sales have been in negative growth.

By the end of last year, quarterly sales rose for the first time, and mainly because of the success of its shoe brand StuartWeitzman.

But the latest figures show that Coach's annual revenue has risen by 4%, and its share price has climbed 8% in January.

Among Forbes's top 100 most valuable companies, Coach now ranks behind Cartire in terms of market capitalization of $8 billion, before Rolex.

According to the January CEOVictorLuis and analysts' conference call, sales of bags of more than $400 rose by 35%, and the same store sales in 2016 are expected to grow positively.

A brand that has been widely exposed is never easy to get rid of once after being abandoned by consumers.

But there are Gucci and Burberry precedents. The former is a brand of accessories, while the latter is a brand.

At different time points, it will get a turn for the better and eventually become a complete luxury brand.

Obviously, Coach wants to do the same.

After the show, a lot of media said they were optimistic about Coach. Quartz said that Coach has become a complete fashion brand now. It is worth looking forward to in the future. Independent calls it the Hermes or LV of the United States.

The main reason why it has been bad mouthing is that the design style is too old-fashioned. Logo is too large and too large, and the discount is too large and frequent. It is defined as a serious premium brand.

Now, Coach wants to become a pioneering young brand like OpeningCeremony. In fact, Coach and the latter have worked together in the hope of reminiscent of Coach.

In addition, Coach intends to enter a series of buyer shops, such as Paris.

New York's Jeffery and SaksFifthAvenue, Florence's Luisaviaroma, and Hongkong's Crawford.

The brand is hoping to rebuild the brand image for Coach with this series of good buyer shops.

From the positioning of these stores, they should introduce high-end lines.

Of course, it is only one aspect to enter the shop, and more importantly, the improvement of clothing for men and women.

So far, Coach1941 has three men's wear and two women's wear.

The clothing series was designed by StuartVevers, a new creative director who was replaced in 2013. At the age of 42, he is already a veteran of fashion circles. His former employer is Mulberry and Loewe.

So far, he said, sales of Coach1941 have been very good.

JefferyKalinsky, the founder of the upcoming Jeffery, also said, "this is a beautiful young series". He pointed out the color motorcycle leather clothing displayed in the past show.

Whether this analogy is appropriate or not is another matter, but remember that Coach has defeated CK and Ralph Lauren and other more famous brands in ten years. After replacing the creative director in 1996, the turnover increased from $500 million to $5 billion.

In 2011, 36% of the total sales of high-end handbags in the United States came from Coach.

However, CEOVictorLuis, who works with the creative director in the same year, seems to have a temporary increase in sales. The more important role of Coach1941 is to create a younger brand image. Just yesterday, we reported an exclusive interview with OscarDeLaRentaCEO. You can see that the definition of luxury and high-end for young consumers is very unstable. I hope this Coach can go well.