Coach, Inc. is one of the well known American luxury brands and the company targets both women and men between the ages of 16 to 54. Although that is a wide age gap, Coach can allow itself to target such a larger range of consumers because each of their collections offers products to satisfy the needs of every shopper.
The company describes the quality of their products as "superior" and "durable", which is what shoppers today are looking for. If a product is and has proven to be reliable, durable, easy to use and maintain, from a trusted brand, and low in price, then consumers are more likely to buy it or purchase from the company again.
Coach believes in customer satisfaction, and since it is one of the top luxury brands in the world, it is safe to say that the company is a trusted brand name. Coach includes small booklets with each of their products that instruct the buyer on how to care for that specific item. Taking that into consideration, we can assume that the company does indeed offer reliable and durable products that are "superior in quality." With the great quality of their products, Coach does offer low prices, making it an "affordable luxury brand."
In the U.S., the company relies on its website, factory outlets, and department stores to sell their products but internationally, the company is opening up more full priced retail stores. As of late, Coach's major target market has been China, where 100 retail stores are now in operation. According to marketplayground.com, the "rebound in Chinese consumer spending will revive demand especially for affordable luxury brands such as Ralph Lauren Corp. and Coach, Inc."  |
| Coach Poppy Left: 2009 -- Right: 2013 |
As mentioned in a previous post, Coach has maintained its price range but introduced a new line during the recession. Coach's successful attempt at introducing a new line during a time of economic instability serves as an example of the company's dedication to offer consumers a more affordable way to shop. A few years ago, Business Week dubbed the Poppy line as "luxury for recessionary times." The line offers handbags, shoes, and perfume. The collection is described as "vibrant", became a success, and has since expanded to not only symbolize youth and playfulness, but also edginess, sophistication, and "ladylike refinement."
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