What Does Coach Do To Attract Young Consumers?

How many times have you been in the last year? Coach Stores?

According to the world clothing and shoe net, we have acquired Stuart Weitzman. brand After formally submitting the invitation to buy the Kate Spade brand, Coach, the famous light luxury brand from New York, has shown its determination to build the "American" new luxury lifestyle group. Almost at the same time, the luxury brand "COACH" is trying to optimize the brand image and operation through a series of actions. Through 3 years of steady spanformation, profits have also been improved.

Perhaps Chinese consumers have forgotten that a few years ago, the Coach store door was once too hot to pull up the railings to restrict passenger flow. But in 2012 and 2013, the brand experienced a roller coaster performance decline, as the brand workers described: before 2012, all media were chasing Coach visits, but by 2014, they were not so positive.

Above: the spanformation of Coach

"I really hope you can walk in and see that Coach has really changed," said Yang Baoyan, President and chief executive officer of Coach Greater China (Yann Bozec). Reporters streamlined the spanformation of COACH over the past few years:

Above: Yang Baoyan, President and chief executive officer of Coach Greater China (Yann Bozec)

Young brand design, to attract young consumers with mentality.

In September 2013, he served as accessories in Loewe and Mulberry. Design The director of Stuart Vevers has been the creative director of Coach, and has built a series of hot lines such as Mercer and Swagger. Last year, when the brand celebrated 75th anniversary, Disney Coach Limited jointly released the limited edition collection Coach 1941 X Disney, once the securities analysis company also upgraded the Coach rating to "outperform". The autumn and winter series has recently been released. Coach also focuses on space fantasy elements, and has launched a limited COACH SPACE series with NASA NASA.

Above: Swagger series

Popular series products have been sought after and sold well, driving the overall sales growth of Coach. In the third quarter of fiscal year 2017, sales of high-end handbags increased significantly in the North American retail stores compared with the same period last year.

Above: cooperate with NASA NASA to launch the COACH SPACE series.

Fashion week to increase fashion sense

In February 2014, Coach debuted for the first time in the fashion week of New York. It released a series of bags and garments designed by Stuart Vevers. In January 2015, it debuted in London Fashion Week and brought the first show of the complete life products series, such as men's garments, bags and shoes, which was designed by Stuart Vevers. In September 2015, Coach held the first real fashion show in New York fashion week and released the Coach 1941 series for the first time.

Through the fashion week, brands display the new image of Coach to global consumers, trying to increase the fashion recognition of Coach brand in the minds of consumers.

Above: Coach New York fashion week released 2017 autumn and winter series of senior ready-made garments.

Store renovation and customized service

Coach has set up a "leather artisan workshop" in the world's main flagship store, providing consumers with leather care services, personalized customized lettering imprint and other services. In the 2017 fiscal year, the leather artisan also added various customized services for Emoji and Chinese character block elements.

In addition to store services, the brand is refurbishing many stores worldwide. China has completed 70% of its store refurbishment. As of the 2017 quarter of fiscal year third, Coach has opened 176 stores in 68 cities in mainland China. More than half of the stores (90 or more) have completed the spanformation from simple white wind to more youthful, luxurious and lifestyle oriented, trying to create "modern luxury" retail concept stores.

United star KOL

Coach joined Tang Yan and Li Yifeng's two brand friends to conduct a series of marketing cooperation on social media. "We will select celebrities for the stars according to the fans' preferences, make the stars do their own collocation, and take photos and videos to promote the social media," said Claudia, vice president of Greater China, who is responsible for marketing. However, Claudia said, "now the image of Coach has changed, and it is the most important thing to publicize the new image. This is a long-term process, so that more people can see that the spanformation of Coach is not the occasional one or two high sales."

But at the same time, she also mentioned that the official WeChat and micro-blog brands will be embedded in sales outlets, especially WeChat can link directly to the brand official store.

Keep trying new social software

As of the time of dispatch, Coach official micro-blog already has about 2 million 978 thousand fans. According to the brand, the number of fans and interactive effects of WeChat platform are far ahead of several social media.

Yang Baoyan said: "China's choice of social media platform has been changing, and we have been trying, because you do not know which platform to choose is right, all successful cases are retrospect, we can only continue to try."

For example, Coach recently broadcast the opening of the Coach concept store in SKP, Beijing, through 192 thousand US fans' platform accounts. For this new social platform with a large number of young users, Coach is still testing the water.

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