Analysis of the strategy of Coach handbags

First: Price position
How to position Coach, The CEO Frank give his sharply view that is: the Entry-level Luxury.

The most important treatment shows that Coach’s average price at the mall is almost just like a half of Louis Vuitton, Gucci .The way had the effect which got quick results.

Some people think that if COACH tries to make a comeback; will have to stubbornly cling to the line of luxury item, but when COACH reshapes the brand image, the position is “People First luxury item."

According to the market price of Europe, Coach’s price is in the middle of senior brands and low-level brands. Take the bags for example; the European luxury brand is about 600 U.S. dollars, while the middle and low brand is about 100-200 U.S. dollars, Coach’s price is 300-400 dollars. This price is easy to accept by fashion ladies who would like to use senior brand bags.


Besides the exactly position, the designers Reed • Krakow create a stylish and colorful handbags and accessories, it will also make the brand more attractive

Furthely, Fashion design:

Since appointing Krakow, COACH’s product line is constantly expanding to new class products, such as watches, footwear, jewelry, hats, scarves and gloves. And then, the addition of a series of small apparel takes a lot of vitality into COACH family. When more and more ladies pay for the light bags, COACH has launched a series of products to cater to this trend

Mentioned fashion design, we have to refer to the well-planned series products which marked COACH brand; it is about a chain of "C" shaped design in the product. This series of products include hand bags, hats and accessories. This series is part of marketing strategy of COACH brand for many years. Coach’s designer selected out this chain of "C" shaped pattern from the company's historical archives. But it is only as a marker of the brand, not as a new logo. Coach is a simple and realistic brand.

This design not only meets the present concise fashion sense, while still retaining the original design concept, so it’s very popular in market.