Poppy Quarter
Posted in Uncategorized on 09/18/2010 08:40 pm by admin
Poppy Quarter
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US $26.23
How to sell the package COACH
Faced with such contempt, COACH proposed a "close at hand and luxury" (Accessible Luxury) such a concept. "Close at hand and" and "luxury", is clearly contrary to the concept of the two, how could unity of a thing to them? The COACH caught only a psychological luxury consumers - no one wants to have the ability to spend big bucks, or spend a small amount of money to find a sense of Deal or No Deal.
"Close at hand and the luxury" COACH 2000, when internal discussions of collective creation. What was written on the blackboard a lot of terms, phrases, and finally found the word COACH is the best interpretation of the brand, allowing them to distinguish quality in Europe. On this word, COACH, Chairman and CEO Lew Frankfort is explained: "First, our products are all affordable. Secondly, all of our stores are located in the lively, popular consumer sites easily accessible, or to facilitate consumer shopping areas. Third, to go to any COACH store, consumers can directly touch our products. Fourth, a comprehensive knowledge of our staff, friendly, can help customers, the consumers words are readily available services. "
COACH pricing from the point of view, basically hovering brands in Europe, half of the position. Ms. canvas shoulder bag with an example, Hermes easily several million yuan, LV, GUCCI and PRADA about 10,000 yuan from top to bottom, and COACH price is around 5,000 yuan. For advocating the brand, young girls who love fashion and urban white-collar workers, the latter is more tempting. When the beauty of the women out from the LV store, and turned to enter COACH store, the price will make them all themselves. According to "The Wall Street Journal," Statistics, 2008 COACH handbag store in the average selling price was 325 dollars, while in 2009 it introduced a new product line POPPY's average selling price of only $ 260 handbags.
COACH's stores tone color to white, giving a bright feel, and shops are often open, feel free to create a relaxed atmosphere into the store; open display of all products, customers can can choose from, rather than on far from the display case; site selection when the street corner and even as far as possible, so that both sides of the wall has a window, in any one store can be seen on the road situation, giving the open. This with other brands dim lighting, heavy door, and serious atmosphere of a completely different. And with the other top luxury goods only in the most expensive location in different places, but the most expensive place downtown, COACH will be in the big shopping mall, OUTLETS, and even set up shop in department stores or counters.
20 years ago, COACH began to introduce the system of consumer research methods, known as luxury goods companies throwing money at all up to the consumer market research company. The cost of a year for market research over five million U.S. dollars, in 2009 to visit the 70,000 consumers. It insists that they are "data driven" - by mail surveys, group discussions, individual interviews and invite target customers to COACH stores and shopping together in different ways to understand customer needs. In its research, they set a number of different categories, such as according to different cities, different age groups stratified; were analyzed COACH merchandise purchased, not bought, and heard COACH, and have not heard of different people demand, etc., their aim is to produce closely related products to consumers.
Through research, COACH found that the average U.S. consumer to buy four handbags a year, an average of every 12 women in cabinet to 15 bags; and their different according to seasons and occasions, each time out will change purse. COACH COACH purses which consumer groups account for about 35% of the total number of bags; in the most high-end consumers, COACH pack their bags may be only 1 or 2 in it. In contrast, Japanese women's average annual buy two packages, but the average price per package is 4 times the Americans. Therefore, the Japanese spend more money in the package above, although they average only 6 cupboard 7 package only.
It is precisely because doing enough research, understand consumption patterns of women in Japan and the United States not the same, COACH able to continue to introduce products for the Japanese market, to create a shopping environment for the Japanese market. In 2001, COACH enter the Japanese market, the market share of only 2%; LV accounted for 33%, GUCCI and RRADA occupies 10%, respectively. To May 2009, COACH's market share has jumped to 12%. 2001 to 2006, just 5 years, COACH Japan up to 722 percent revenue growth, market ranking jumped from fifth to second, COACH in Japan as the second largest outside the United States market.
The face of rapid changes in the market, COACH abandon the traditional luxury of new products every quarter of the normal, greatly reducing the new product cycle from design to the shelves, into a monthly new products to attract consumers to patronize stores and multiple purchase rates frequency. The relationship between the economic crisis, COACH product range also made to re-adjust and balance POPPY launched a new series - the price lower, younger, more fashion, giving the feeling happier. In order to win the favor of stars and celebrities, and expand opportunities for street shooting, COACH has launched a price above $ 425 LEGACY series, crocodile bags and even thousands of dollars, python package. "The new season of" Gossip Girl "which has been our COACH package, and we do not spend money to help them use the program." COACH Andre Cohen, president of China told reporters.
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