Chapter 5 · Developing a Global Vision

"Coach is a global leader in premium handbags and accessories. Building upon our strong brand and business equities, we are in the process of transforming from an international accessories business to a global lifestyle brand, anchored in accessories, presenting a clear and compelling expression of the Coach woman and man across all product categories, store environments and brand imagery. In addition, we are leveraging the global opportunity for Coach by raising brand awareness and building market share in markets where Coach is under-penetrated, through our directly operated business most notably in Asia and Europe."

     

Coach store in Shanghai

With over 500 retail stores located throughout the U.S. and with stores in over 20 countries, Coach has established their brand presence in the luxury goods market both domestically and globally, with sales of about $5.1 billion as of the 2013 fiscal year. As part of their strategic plan, Coach continues to penetrate the Asian market and by 2014, Coach hopes that China will be it's number one market and with sales of $500 million. To do so, Coach is aggressively expanding the number of stores within the country where the demand for luxury goods is on the rise. Currently, there are 400 directly-operated Coach stores throughout Asia.

coach.com helps increase the company's presence globally and e-commerce in the United States, Canada, Japan, China, and 20 other countries account for over $80 million in sales. In addition, Coach boutiques within department stores and specialty retailers also help build a strong global presence in Latin America, the Middle East, Australia, and Europe. Due to the company's effective brand building, Coach shows high operating margins and popularity within the United States and Japan.

Coach, Inc. is clearly dedicated and determined to achieve its mission of being the leading brand of quality lifestyle accessories. They are constantly working to expand the company and to satisfy consumer wants, whether they be the latest trends or affordable luxury.

Sources: Company Profile