Cox Quit Part Of The Low-End Department Store To Rebuild Its High-End Image

Brand company

(Coach) on Tuesday, it said it would not be in some "low-grade".

The company sells its handbags and other products.

In recent years, during the massive market development, the company realized that the brand gradually lost its attraction to the affluent consumers, which is the response of the company to this phenomenon.

According to Tuesday's announcement, Coach will stop selling in 250 department stores in North America by 2017, and will also strictly control any discount provided by any department store.

"Although we understand that customers may shop in department stores, excessive discount sales will have a negative impact on the long-term health of the brand," chief executive Victor Luis said at a conference call this week.

In 2014, the company's share price fell by 39%. After 75 consecutive years of loss in four consecutive quarters, Coach had to rethink its marketing strategy.

These losses are partly attributed to the fact that an increasing number of Coach loyal customers can not see this once famous brand.

Many of the brands are sold in low and medium sale stores, and prices are very common.

This leads to the brand's overall luxury status being questioned.

After Stuart Vevers was appointed as the creative director in 2013, Coach began to redesign its brand platform.

The company closed down 1/5 of the retail stores in North America, and renovated stores with high passenger and high value, creating a compatible style of "warm" and "modern luxury", and back to the original logo of the company.

The company also cut 150 jobs and began phasing out its cheap wallet and handbag industry line.

This strategy seems to be working.

As sales surged 15% this quarter, the company's business rebounded, which means that the company's reputation is recovering.