Interpretation Of Coach Brand'S Global Growth Strategy

75 year old American luxury brand

Although there have been many difficulties in the North American market in recent years, its overseas sales have maintained a relatively high growth rate.

Ian Bickley, President of Coach international, recently explained in detail in an interview.

The global growth strategy.

Ian Bickley joined the Coach in 1993, when the company's total sales amounted to 290 million US dollars, of which overseas sales amounted to only 20 million US dollars, accounting for less than 7%, and by 2015, the total sales volume of Coach group was close to 5 billion US dollars, of which overseas sales reached 2 billion US dollars, accounting for up to 40%, almost half of the total, and overseas sales increased by 100 times in 22 years.

Japan

Ian Bickley said that in the first ten years, Japan was mining overseas.

The main objectives.

Their efforts have been rewarded, and Coach has become the second most famous international brand in Japan.

After harvesting experience, Coach constantly adjusted product types according to local consumers' needs. For example, Japanese women preferred small and cute handbags.

China

In 2008, Coach entered the mainland market. According to Ian Bickley, by 2015, the popularity of the brand in China has increased by nearly 4 times.

At present, Coach has 65 stores in some 200 cities in China, with the number of users reaching millions of levels, mainly the rapidly rising middle class.

In recent years, the Chinese government's policy of combating corruption and advocating honesty has also benefited Coach, who is positioned to be light and luxurious.

At present, Coach China accounts for about 20% of global business, and plans to add 20~25 stores in 2017.

But in the short term, China's Hong Kong and Macao markets will fluctuate.

Ian Bickley revealed that the group will open Coach flagship stores in Beijing and other tier cities and provincial capitals.

Opening new stores is an important strategy to achieve international growth. At present, the brand's male goods business reaches US $700 million, and will grow to 10 billion in the future.

The Asian market has a large demand for footwear, so the group plans to introduce more men's shoes and men's clothing in Asian stores.

Wholesale channel is an important growth point of shoe business.

Europe

The European market accounts for 15%~20% in the global market, but the local brands in Europe have a strong competitive strength.

Compared with the Far East market, Coach entered the European market late. When 2011 entered the European market in the year of Coach, the target set by Coach was $500 million in the European market. Last year, the sales of 39 Direct stores and 400 sales outlets had reached 135 million dollars. The goal of achieving the goal of $100 billion is not far away.

At present, Coach has a store in New Bond Street, London. This month, an Coach flagship store Coach House will be added to Regent Street (Regent Street), which will be used to display the full picture of the brand.

Currently, there is only one Coach House located in Fifth Avenue, Manhattan.

UK stores such as Bermingham, Edinburgh, Liz and Manchester will open stores.

In addition, Coach will pay attention to fashion capital such as Paris, and set up the first flagship store in Milan, Napoleon Montenapoleone, in spring, in Via.

emerging market

Emerging market Southeast Asian countries such as Thailand, Indonesia, Vietnam and Kampuchea are also Coach's future consumer groups.

Saudi Arabia, Kuwait, the United Arab Emirates and Bahrain in the Middle East market are among the markets to be expanded.

India will serve as a long-term market for development.

This summer, Coach opened a store in Mumbai, with second stores in New Delhi.

They are pleasantly surprised to find that the demand of India consumers is very strong.

Online business

Ian Bickley explains that the Internet is an important way for Coach to promote brand business and obtain customer data.

At present, brands have developed online businesses in Japan, China and the United Kingdom, and will expand to France, Germany, Italy and Spain in the future.

He believes that under the influence of creative director Stuart Vevers, Coach's brand culture will flourish around the world.