According to the company’s mission statement provided on the website, “Coach seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling.”
Coach, Inc. matches competitors such as Dolce & Gabbana, Gucci, and Louis Vuitton on quality and styling of products, while beating them on price by over 50 percent. It created the “accessible” luxury category in ladies’ handbags and leather accessories appealing to middle-income as well as affluent consumers. With monthly introductions of new handbag designs, Coach is able to sustain its impressive brand growth.
Competitors, however, are recognizing the buying patterns of middle-income customers and altering their selling approaches. They’re becoming a threat to the Coach brand, launching “diffusion lines” that offer more affordable products with the same quality as the most expensive products in their lines.
Coach strives to deliver a consistent message to everyone that comes in contact with the brand as part of its marketing strategy. The company conducts detailed surveys and holds focus group discussions to ask about their comfort, styling, and functionality preferences.
Through this marketing research, Coach is able to assess consumer attitudes and fashion trends within the market. It uses this information to predict the likelihood of a product’s success before its launch. Coach’s extensive customer knowledge and consumer database enables it to target certain individuals for its products.
The Term Paper on Influence of Brand Loyalty on Consumer Sportswear
We owe a debt of gratitude to (professors name), for the vision and foresight which inspired us to conceive this research project on topic Influence of Brand Loyalty on Consumer Sportswear as for providing necessary information regarding the project & also for her support in completing the project. We would like to express our gratitude towards member of (institute name) for their kind co- ...
The problem Coach is facing is the infrequency of purchases made by consumers at the retail stores or online. As stated in the case, most customers make a purchase from Coach every seven months. With its competitors in the luxury goods category adding more affordable items to their inventory, Coach is becoming less of a stand-out brand. Although the company introduces new designs every month, there is a need for new, innovative selling approaches for its products.
Women match their handbags and accessories with their wardrobes on a daily basis. There is an opportunity for growth and an increase in sales. Coach could benefit from a new shopping experience for customers, different from its competitors.
In 1999, Nike introduced NikeID, a service allowing customers to design and personalize their own Nike merchandise on its website (Wong).
The customer can choose which area of the shoe they want to customize. With many different colors, patterns, and fabrics to choose from, large amounts of designs can be created. It also allows customers to add personalized text to their products. NikeID users can save their designs for others to view in an interactive online community.
Celebrities, such as DJ Clark Kent and football wide receiver Amani Toomer, have used the customization feature to create their own product line to be sold to the public. Nike announced that their NikeID co-creation platform brought in $100 million in revenue in its first year (Wong).
Converse, Vans, and Adidas have all imitated Nike’s customization idea within their own brand websites.
Adding a personalization feature to Coach’s website, similar to NikeID, would increase revenue and improve customer satisfaction. It would also greatly increase the already high traffic on the company’s website. Customers are empowered to become their own designer.
The co-creation software would allow consumers to design unique and individualized products tailored to their wants and needs. Personalization platforms make shopping fun and easy. Rather than predicting what the consumer may want, the consumer works with the retailer to create exactly what is desired.
The Essay on The company’s clothing and shoe designs typically feature
Adidas was founded in 1948 by Adolf Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother Rudolf. Rudolf later established Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany. Puma is also based in Herzogenaurach. The company’s clothing and shoe designs typically feature three parallel ...
This may reduce the inefficiencies of mass-production of unwanted products. Since the use of smart phones and applications is prevalent in today’s society, including the personalization software in the Coach application would allow customers to design products on the go. Choosing specific designs and fabrics for the products makes shopping more exciting than just selecting existing products.
Including the customizing feature on Coach’s website would make shopping a premium e-commerce experience. In 2006, the website had 40 million unique visitors and generated $54 million in net sales.
As of right now, the handbag section of the website includes satchels, crossbody bags, shoulder bags, totes, clutches, baby bags, and backpacks (“Coach”).
A large list of bags is displayed with each category selection. With a personalization feature, the customer could choose the type of bag they want, the style, the color, the fabric, etc.
This would allow for more frequent visits to the website and purchases to be made for any occasion. Researchers can analyze what styles and designs are popular with those who use the customizing feature. Having this option for customers would give Coach an edge over the competition.
With the introduction of more affordable products in their lines, Coach’s competitors are becoming a major threat. Coach is able to create high quality products that appeal middle and higher income consumers. However, without doing something unique with the product line, it may lose its edge over the competition in the future. Coach could learn something from Nike’s incredible success with the customization NikeID feature on their website and application.
Allowing customers to personalize their product’s style, design, color, and material would increase satisfaction by giving them what they desire. Consumers would be willing to spend more money for the exact product they want, greatly increasing its revenue. Coach should take advantage of this growth opportunity by including a co-creation platform on its website.
The Essay on Website Development and Design
Web designing is a representation of content that is related to any individual person, any business or company or regarding any topic which is t done with the help of using designs, graphics on the internet in the form of web site and web application which is known with the name of web design, it involves the uses of various technical languages and standards like CSS. SSL, HTML, ASP, XML, etc. Web ...
Works Cited “Coach.” Coach. Coach, Inc.. Web. 5 Sep 2013. Wong, Danny. “NikeID Makes $100M : Co-Creation Isn’t Just a Trend.” Huffington Post. TheHuffingtonPost.com, Inc., 20 Jul 2010. Web. 5 Sep 2013. .
