Why Does Coach Want Old Prints To Come Out Again?

Photo source: Coach 2018 spring series

Victor Luis, President of parent company Tapestry, has been emphasizing recently.

The importance of Logo.

He thinks luxury Logo can help boost sales of handbags and accessories.

"Brand effect is still very strong."

He said.

In order to prove this point, he took Coach's unsatisfactory performance in North America as an example, and thought it was due to the fact that products with large area Coach Logo rarely appeared.

Now he wants to solve this problem.

According to the world clothing and shoe net, around 2000, it was the time when Logo was hot. At that time, the sales of products covered by Coach with large area Logo accounted for 70% of the total sales of handbags and accessories.

Coach CEO Yann Bozec Bozec has told reporters that all countries have experienced such a situation. For a time, customers buy bags to show off their social status and wealth, so they like big and large Logo.

However, because of this, too many Logo products have led to a dull brand effect.

Coach began to become popular, and retail outlets sank to brand discount stores and less high-end ones.

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Later, in order to rebuild the image of luxury, Coach began its pformation in 2014, emphasizing the strategy of "de Logo".

There are few classic C signs in the advertisements, and they start to design younger ones.

The most impressive pformation is the Coach 1941 series designed by creative director Stuart Vevers.

Since he left Loewe and joined Coach in 2013, it has been found that Coach is really becoming fashionable.

Vevers creates an interesting Street breeze with prints, animal lines and stitching materials.

Bags after Coach pformation

Now, however, Luis believes that deliberately reducing Logo has created a "depressed demand".

In the 2018 spring series of September, Vevers also recalled Logo to the show of New York fashion week with Coach President Josh Schulman, and appeared in the advertisement of the brand ambassador Selena Gomez endorsement.

With the participation of Vevers, this plan of "Logo reproduction" is more convincing.

"Many high-end brands are starting to re take the Logo route," Schulman said. "We are also surprised that consumers' enthusiasm for Logo products suddenly increased this summer."

The phenomenon of "Logo rejuvenation" mainly occurs in brand discount stores, but other retail channels also have such a trend.

For example, the products with Logo are very good at the Paris Loon Marie department store and the Sax Fifth Avenue boutique.

The support of these high-end retail partners is very important for Coach, because a key part of the brand restructuring strategy is to reduce wholesale inventories and withdraw the brand from the promotion cycle of department stores.

The move back to logo has also attracted investors' attention, but they do not think that coach is ready to change again.

"If Coach really cares about the popularity of brand Logo, consumers will become more nervous," said Jessica Ramirez, retail analyst at Jane Hali & Associates, a retail investment research firm. "Because consumers do not know how many products with Logo will be seen next."

Schulman said that in order to eliminate people's stereotype of Logo's "single, stereotyped", Vevers is designing Logo that is more modern and fashionable.

For example, different colors will be added, such as dyeing canvas and leather.

In the 2018 spring series, six packages were added to the Logo, declaring the Coach's determination to recall Logo.

In addition to complying with the trend of Logo, Luis says it is also aimed at preventing fast fashion brands from plagiarism.

But how to skillfully make large area Logo regression is also a learning.

For example, the two brands of Logo are presented in the cooperation series of Louis Vuitton and Chao brand Supreme; Demna Gvasalia, director of design of Paris family, printed Logo on the designer series, and the DHL cooperation series he designed for Vetements. These audacious attempts gave Logo a new way of playing.

Even Gucci, Dior, Fendi and Givenchy are trying to reshape the scenery with Logo.

"For brands like Gucci or Louis Vuitton, they can decide which trends to follow.

But for Coach, once the new strategy is chosen, it is likely to indicate the problem of the brand.

Ramirez said.

But in Schulman's view, the rise and fall of Logo fever is only a cyclical trend in the high-end luxury goods industry.

"This is an industry trend and a commercial cycle," he said. "So every few years, people chase Logo.

At present, Logo is very important for Coach. It is a heritage of brand history.

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