Coach Inc. Analysis of Marketing Strategies and Rebranding

This report provides an analysis of Coach Inc.'s marketing strategies, focusing on its rebranding efforts and global market presence. The report details the company's history, from its establishment in 1941 to its expansion into international markets. It examines the challenges Coach faced due to increased competition and market share division, leading to the implementation of various rebranding strategies. These strategies include offering discounts, expanding product lines to include clothing and acquiring new brands, changing the corporate brand name, and upgrading stores to attract more customers. The report highlights Coach's efforts to reposition itself in the market, moving away from its association with outlets and malls to target a more high-fashion audience through celebrity endorsements and redesigned products. The conclusion emphasizes Coach's focus on providing luxury products at competitive prices and its successful use of marketing strategies to revitalize its brand.

COACH
Marketing

INTRODUCTION
Coach is the company that
was established in the year of
1941 in New York. It has soon
become popular for high
quality leather products and
stylish accessories. With
collaboration of Sara Lee Ltd.,
the company has started
expanding in the new markets
like England, Italy, Germany
and Japan. In the year of
1990, the company revived
the marketing message. The
company has faced some
issues and thus used
rebranding strategies to come
back in the run.

GLOBAL SET UP OF THE
COMPANY
Global areas where the company has its operation are:
 Asia pacific
 Europe
 America
Online operations in almost all the areas.
Principle international subsidiaries of the company:
 Coach Services, Inc. (Maryland)
 Coach Leatherware International Inc.
 Coach Stores Puerto Rico, Inc.
 Coach Japan Holdings, Inc.
 Coach Japan Investments, Inc.
 Coach (UK) Limited
 Coach Europe Services S.r.l. (Italy).

SOURCING OF
INTERNATIONAL MARKET
The company initiated its operations in the
international market with various strategies.
 Collaboration with Mitsukoshi to enter Japanese
market
 Collaboration with Harrods's department in
London
 Company realized that it was gaining 10% of
the revenues from international market
 Extended the market to pacific basin and rest of
the areas
 The major reason for extended global market is
because of popularity of the products in foreign
cutomers

ISSUES FACED BY
COMPANY
Coach has faced many
issues because of heated
up competition in the
market and the division
of market share amongst
many players. This
require the company to
rebrand its company and
other strategies that
helps the company to
come back to the
competition(Nagasawa,
2009).

MARKETING STRATEGIES
FOR REBRANDING
Discount and offers:
Coach has decided
to provide sales
offers to the
customers and
offering the sale of
around 30-50% in
China and other
parts of the world
where the company
operates.

PRODUCT EXPANSION:
New products other than bags
that has entered the range
are clothing for men and
women. Coach announced
that it will soon acquiring new
brands such as Stuart
Weitzman, an upscale shoe
brand, in 2015 and Kate
Spade & Co., a maker of
handbags, apparel, shoes and
accessories, over the
summer. This strategy has
allowed the company to enter
the new market as more
foreign customers are liking
the extended product range.

CHANGE OF CORPORATE
BRAND NAME
The company has
took another step
to revitalize the
brand by changing
its corporate brand
name from Coach
to “Tapestry”. The
major aim of
adopting this new
name was to accept
the two new brands

COACH REBRANDING AT
GLOBAL LEVEL
Coach is very well aware
with the fact that its label
is more related with teens
and outlets at the malls
rather than associating
with high fashion
audience. Coach initiated
a rebranding strategy this
that deals with signing
top tier models Karlie
Kloss and Liu Wen, and
planning new handbags
mainly without its
published ‘CC’ label.

STORE UPGRADE
The company has upgrade its store in
order to attract more and more customers
and make the brand premium in
nature(Ostapenko, 2012).This strategy
was mainly adopted in Japan.

CONCLUSION
It has been concluded from the
presentation that Coach Inc. is the
company that focuses on serving the
customer with luxury products in
competitive price. The company operates
globally with its great marketing
strategies to rebrand its image and
revitalize the brand name.

REFERENCES
 Nagasawa, S. (2009). Creating Customer
Experience in Luxury Brands-
Comparison of Hermes, Louis Vuitton
and Coach. Graduate School of
Commerce Waseda University.
 Ostapenko, N. (2012). Enhancing the
Positioning Strategy of the Coach Brand
in China: More Trophies of Success,
Please!. Journal of Marketing
Development and
Competitiveness, 6(2), 41.