COACH is set in their own “at your fingertips” goal all the way bolted, and gradually beyond those who have been laughing at its competitors.
April 22, COACH opened in Shanghai in mainland China’s first global flagship store, neighbors are all big: Louis Vuitton, Hermes, Cartier and so on. COACH although the price and these from the European line of luxury brands have a gap, but never give up and their opportunities for the same stage, but also completely ignoring the latter for the US competitors from the many disdain.
In 1979, COACH’s annual turnover was only $ 6 million; in 1995 climbed to $ 500 million; by fiscal 2009, global net sales reached $ 3.2 billion. Over the years, COACH sales figures have repeatedly proved their strength. 2007 “Business Week” US companies 50 All-Star list, COACH followed Google, beyond Microsoft, Apple and Mobil.
Can Americans make luxury? This is a problem. Those arrogant Europeans say nothing look down on the taste of the Americans, COACH sell more bags, they are still ridiculed. Just the face of ferocious COACH, these big names who will secretly hurt, secretly pondering – in the end, it is how to sell the package?
Was “despised” by American goods
1941 New York Manhattan, six skilled craftsmen in a family-style workshop to produce high-quality leather, COACH brand was born. The new version of COACH is a small carriage, marked below in 1941. In fact, the company set up in 1941 called “Manhattan leather goods company”, the main production of men’s wallet. The company to produce the main, pay attention to the durable and practical, nothing to do with the fashion. The early 60s of last century, Manhattan leather goods company boss look for ladies handbags great development prospects, so the Bonnie Cashin invited to do the designer. With the addition of Bonnie Cashin, the company officially changed its name to COACH. The 85-year-old fashion pioneer female, known as the United States Coco Chanel. In her time, the courage to reform and innovation, and now the hot hedge cloak, uniforms, bags and so on from her design.
In the 1980s, there was a book called “The Official Preppy Handbook”, which was used to introduce the elite culture of the northeastern United States. The so-called “elite” refers to the descendants of the first capitalists after the industrialization of the United States. This group of people advocating tradition, pay attention to fun, rich and not exposed, extravagant and not Chinese. About the woman’s handbag, it is COACH – “good material, good work, classic style, many years not bad. Color is best navy blue and wine red.”
People who have been to the United States know that COACH is part of the US consumer culture, in fact, not too, wherever you may encounter COACH. Light canvas, big C Logo, full of work to the streets, casual, old little, black white, one hand. The store is also everywhere. Manhattan and Beverly Hills on the street, the outskirts of the discount center, next to the supermarket, and even department store counters, some people have COACH.
Perhaps because too much, but people do not feel it’s noble and beautiful. Fashion people began to COACH disdain, that it is “pseudo-luxury”, “fake big” and “McDonald’s fashion.” To know that the affinity and practicality in their eyes is not worth mentioning, this group of people is actually high and low, flashy style.COACH is how to sell the package.