Coach: Gorgeous Turn In Ten Years

Friends who like Gossip Girls must remember the classic image of New York's upper east side girl in the first season Serena: Cheap Monday jeans, Durate Michelle antique jackets, striped T-shirts, hand-held Coach bags - simple, low-key, elegant and full of mature charm. As a fashion leader, Serena's popularity in the play has always been a hot pursuit of fans. Coach's many appearances in this fashion blockbuster have made the brand from Manhattan a real fire.

Today's Coach, as a representative of mass luxury goods, has become a popular fashion Nouveau. However, more than ten years ago, it was ridiculed as "big bag" because of its monotonicity and monotony.

First, the rise and fall of Coach.

Coach, founded in 1941, is a small family workshop made up of six craftsmen in the attic of Manhattan. In 60s, Coach was inspired by baseball gloves, making handbags for the first time and launching a leather bag with a baseball glove texture, which established the classic style of the brand.

At that time, Coach used soft leather as its raw material and paid attention to details and quality. Small scale production enjoyed a high reputation among American consumers. Excellent quality and simple style also become the symbol of career women.

In 1985, Sara Lee acquired Coach LeatherCompany, the predecessor of Coach. At this time, LV, Prada and other European fashion brands enter the US market. People are not so stiff and serious about their dress, but start to pursue the fashion of bright colors and fresh styles. In contrast, though the Coach handbag is "strong and durable", its simple, old-fashioned image starts to look like "OUT" and was once considered an old lady's "big bag".

In the late 90s, Coach, which was in a difficult position, began its transformation.

In May 30, 2000, Sara Lee decided to eliminate some of its non core businesses, focusing on a few businesses, and determined to develop several global brands. Under such a decision-making background, Coach was separated from Sara Lee and became a wholly owned subsidiary and landed on the NYSE in October.

Afterwards, the separation from Sara Lee is of great significance to the future development of Coach.

This can also be verified from stock prices. When Coach was first listed, its share price was less than $10, and its stock price has exceeded $60.

Two. Gorgeous brand of old brand

The real revival of Coach began in 1997. In 1996, designer Reed Krakoff joined Coach as a creative director, and witnessed Coach's "Renaissance" road. Under its leadership, Coach made a series of changes to the brand, shifted its position to "modern fashion", and launched new products such as Ergo, Legacy, glasses, jewelry, footwear and so on. Reed was awarded the annual best accessory Designer Award in 2001, 2004 and 2006 three times by the American Fashion Designers Association (CFDA).

Until the end of the last century, Coach's shop looked like a library. The thick wooden shelves were separated by a regular pattern, with a leather bag on it, which looked lifeless. Beginning in 2000, Coach converted the original mahogany decoration into a white, lighter and brighter fashion space, and selected the storefront in the bustling business district to change the brand image in all directions.

After the change, the company's performance has increased significantly. Coach's net sales were only $19 million when it was acquired by Sara Lee in 1985, and increased to $540 million in 1997. During this period, the compound annual growth rate reached 32%.

After the gradual improvement of business, Coach pays more and more attention to brand image. In 2001, the designer picked out a chain of "C" patterns from the company's historical archives and decorated them with products, including handbags, hats and accessories. This "C" pattern has gradually become the classic logo of Coach.

In order to radically change the image of "serious and serious", Coach began to follow the fashion trend and launch various products for different groups, giving consumers a variety of choices in terms of color and texture.

Unlike other brands' quarterly shipping practices, Coach launches new products every month. New products launched in the month will always be placed in the most important locations of Coach stores, and products will no longer be sold as long as they are over the season. Coach also first proposed different styles, bags and bags for different occasions, seasons and time, and introduced new handbags such as weekend bags, travel bags, banquet bags, short holiday packages and wrist bags. Not only keep up with the trend, but also guide the trend to a certain extent.

At present, Coach products include handbags, business bags, footwear, watches, sunglasses, perfume and related accessories. Handbags account for about 62% of the company's total business, with Madison, Audrey, Kristen, Natalie and other series.