We all know that Coach is produced in China. But we China, not only Coach production main force, is also becoming the main force of consumption Coach. The company’s recent financial report shows that the previous quarter, Coach store sales, the United States fell 1.1% over the same period last year, Japan fell 3%, but mainly due to China’s rapid growth, stunned the global sales up 10%
Coach, the famous American leather products luxury jewelry brand, headquartered in New York, is the leading men and women boutique accessories and gifts of the US business. As the classic American leather brand – Coach, it has always been simple, durable style to win the consumer favorite. Coach represents the American style of the most commendable style of innovation and traditional techniques to simple, durable style characteristics to win the consumer’s favorite, its products to maintain the superior materials and processes of high quality standards, this throughout the brand purpose, Is the cornerstone of Coach’s success.
Coach bags with a long history of reputation, the original design inspiration came from a softball gloves, brand founder Miles Caha in a softball game to see the field, found that softball gloves with the more smooth, more soft features So he learns from its technology, and after careful handling, will be durable baseball gloves leather becomes soft and durable. This kind of leather goods presents a charming natural lines, and do not need complicated maintenance techniques, but also to maintain the initial appearance. This durable and convenient design, immediately by the vast number of consumers love!
Today, after half a century, Coach’s leather factory is still responsible for the skillful leather master, who have more than 20 years of leather experience, full of love and professionalism for the leather craft, so for every Coach Of the cobbler master, Coach is not just a brand name, it is their crystallization and inheritance.
In 1941 in Manhattan, New York, six leather craftsmen by fine craft, located in a loft of the family-style workshop to produce high-quality leather, COACH brand was born. The brand is also one of the longest and most successful leather brands in the US.
It is said that COACH founder Liu Frankford was originally made from a pair of traditional baseball gloves in the production of inspiration. He found the baseball gloves more and more smooth, so he borrowed its technology, and after careful handling, will be durable baseball gloves leather becomes soft and durable. This kind of leather goods presents a charming natural lines, and do not need complicated maintenance techniques, but also to maintain the initial appearance.
To the 1950s, COACH has launched dozens of classic style, the proportion of moderate handbag design. The quality of these handbags durable, the production of superb technology, women in the United States to establish a good reputation among consumers, and gradually become the first US leather goods brand.
However, COACH brand product design style has been law-abiding, although the quality is good, but with Gucci, Prada and other trendy European fashion leather goods in the United States quickly occupied the market, COACH some old customers began to leave, which makes COACH face huge Competitive pressure.
In 1996, in order to win back the traditional female consumers, COACH began to carry out large-scale strategic adjustment, and part of the advertising targeted to the younger consumers. COACH first adjusted the company’s management, and part of the factory moved to Asia, Central America and Europe. At the same time, COACH expands the product line, new products include watches, footwear, jewelry, hats, scarves and gloves.
In 2001, COACH launched a series of products, including handbags, hats and accessories. These products have a chain of “C” pattern decoration, it is also COACH brand to promote “American legend” part of the marketing strategy. In the spring of 2002, COACH launched a series of men’s products, including shoes, scarves, bags, suitcases, briefcases, belts and many other categories.
COACH has always stressed the practicality of leather, so even if it’s every key ring or purse, also have the greatest practicality. In addition, COACH has always insisted on hand-made and the use of high-quality raw materials, and sales of products, very thoughtful in the bag with cleaning and maintenance with a brush, or COACH bag leather cleaning agent to maintain the color of leather goods and soft and durable characteristic.
COACH design in the past is low-key simple, in the de Krakow to become the brand’s chief designer, COACH in maintaining the classic features, but also added a modern city fashion style. Krakowff launched the “ERGO” series of products simple lines, colorful, become the representative of the spirit of COACH New York. In recent years, COACH constantly from the classical American tradition to get inspiration, and the integration of modern American style, interpretation of the traditional and popular perfect balance.
COACH currently has more than 200 stores in the United States, there are hundreds of overseas outlets. It every year on the product style to 5000 high-end consumers to consult, only this one annual expenditure of up to more than 300 million dollars. In the “Forbes” magazine famous global 100 kinds of luxury selection, COACH brand year after year on the list.