Why Is Coach Pushing The New High-End Series?

In order to save the declining performance, Coach will push a new high-end Coach1941. With the creation of luxury products, Coach hopes that this situation will change.

New York Latest fashion The fashion industry has more reasons to pay attention to Coach during the cycle. According to the latest news from the US media, its first show on Tuesday will launch a new luxury product line Coach 1941.

Since Stuart Vevers, the former creative director of Loewe, took charge of Coach in 2013, the brand has been weakening its impression of the image of the middle class in the United States, and has turned out to be younger, avant-garde and high-end. Coach took part in the fashion week February 2014 to show the products and accessories that spring is longing for. Next, it will introduce more excellent works in the autumn. Although these display works help the brand get the attention of the fashion industry, there are relatively few goods actually coming to the store. With the creation of luxury products, Coach hopes that this situation will change.

According to Fashionista, this fashion show will be located at Chelsea High Line, and will be broadcast live on the official website of Coach. The audience will purchase the 2016 spring series bag with Vevers designed for Coach75 next year.

For Vevers, this is his third quarter design work, he said design consistency is very important. "Because clothing is a very important theme of Coach, we try to dominate the use and presentation of some materials." Wool and leather are the main raw materials. He reactivated the popular wool product series "urban hiker" and led it to a new height in the autumn of 2015, using the material freely in the internal lap, neckline, wool pocket and leather coat, brown suede jacket, and even on the smooth black leather motorcycle jacket.

"I like wool very much because it is very simple to me. It is a very simple raw material, and it makes me feel that this is the way Coach is linked to luxury goods, even the luxury of Americans, a feeling that is not too rare." He said.

The brand's black leather motorcycle jacket is also as good as wool material. These jackets have the marks of repair, full of pins, zippers, and even some fur decorations. Of course, these ideas also cause some fashion editor's criticism. Vevers said he hoped that these jackets looked like a repair mark, with a personal life color. It was luxurious, but not "perfect" luxury.

Vevers also reintroduced the design of the printed scarf and star spangled banner he used in the early days. Especially on knitwear, he said knitwear is an increasingly important category for Coach. Handbags are not as unusual as those of bold and luxurious costumes, but their shapes are round hat, ivory or ochre, and some are printed with lucky words.

The brand new high-end series is undoubtedly inspiring news, but it is still unknown whether its brand new luxury product series can help reverse the decline of Coach turnover.

In the last fiscal year ended June 27th, Coach turnover fell from US $4 billion 810 million in 2014 to US $4 billion 190 million. In North America, turnover fell from $691 million to $556 million, or 20%.

The decline in turnover is mainly due to the fact that Coach does not frequently use discount promotions to attract consumers. The brand hopes to further position itself in the field of luxury goods. Over the past few quarters, the frequency of promotions has been reduced from three times a week to two times a month. On the contrary, Coach will hold semi annual promotional activities this summer, and the management team believes that this is a good way to recruit new customers. But at the same time, it will also cause many customers too much expectation of promotion, and will not buy the positive price products.

At the same time, Coach is also constantly refurbishing stores. So far, 150 stores worldwide have been renovated into "modern luxury" style, of which 70 are located. U.S.A 。 Since last February, the brand creative director Stuart Vevers's success was unveiled in New York fashion week. Coach is actively promoting its industrial status and actively building brand revival plan.

In the Greater China region, Coach performance is also facing severe challenges. Recently, the brand has closed its flagship store in Queen's Road Central, Hongkong. Almost at the same time, Coach returned to Tmall in a low-key manner, preparing for its second China electricity supplier tour.

Coach still has a long way to go to restore its brand prestige. The brand has been reshaping the store image and has repeatedly tried to cooperate with the new designers in order to reverse the sales decline and win back the market share of competitors, such as Michael Kors, but so far, it has obviously not been effective.

Statistics show that consumers have lost their sense of freshness to coach and other luxury brands. Up to now, COACH There are 145 counters in 58 cities in mainland China.