COACH: Luxury Brand “Legend” on Wall Street in the United States

In 1941 in Manhattan, New York, six leather craftsmen produced fine leather goods in a loft-style home-style workshop. The COACH brand was born. This brand is also one of the oldest and most successful leather brands in the United States.

It is said that COACH founder Liu Frankoff was originally inspired by a pair of traditional baseball gloves. He discovered that baseball gloves were more smooth and smooth, so he borrowed his technology and carefully processed them to make the durable baseball glove leather soft and durable. This leather piece presents an attractive, natural texture that does not require complicated maintenance techniques and maintains its original appearance.

By the 1950s, COACH had launched dozens of classic and moderately proportioned handbag designs. These handbags are of durable quality and exquisite workmanship. They have established a good reputation among female consumers in the United States and have gradually become the first leather brand in the United States.

However, the design style of COACH brand products has always been quite satisfactory. Although the quality is good, but as Gucci, Prada and other trendy European leather goods quickly occupied the market in the United States, some old COACH customers began to leave, which makes COACH face a huge Competitive pressure.

In 1996, in order to win back the traditional female consumers, COACH began a large-scale tactical adjustment and directed the positioning of some advertisements to younger consumers. COACH first adjusted the management of the company and transferred some of its manufacturing plants to Asia, Central America and Europe. At the same time, COACH has expanded its product line. New products include watches, shoes, jewelry, hats, scarves and gloves.

In 2001, COACH launched a series of tag products including handbags, hats and accessories. These products have a chain of "C" pattern decoration, which is part of the COACH brand's marketing strategy to promote the "American Legend." In the spring of 2002, COACH launched men's products, including shoes, scarves, bags, suitcases, briefcases, and belts.

COACH has always emphasized the practicality of leather goods, so even if it has every key ring or purse, it has the greatest practicality. In addition, COACH has always insisted on the manufacture and use of high-quality raw materials, and in the sale of products, it is very considerate to attach a brush for cleaning and maintenance in the leather bag, or leather cleaner for COACH leather bags to keep the leather color and soft and durable. characteristic.

In the past, the design of COACH was low-key and simple. After De Krakow became the chief designer of the brand, COACH added to the modern urban fashion style in addition to maintaining its classic features. Krakow's "ERGO" line of products is simple and colorful, and has become COACH's New York spirit. In recent years, COACH has continuously acquired inspiration from the classical American tradition and integrated modern American style, which exemplifies the perfect balance between tradition and popularity.

COACH currently has more than 200 stores in the United States and hundreds of overseas outlets. Each year, it consults 5,000 high-end consumers on the style of the product. The annual expenditure alone is as much as $3 million. In the famous Forbes magazine’s 100 global luxury product selections, the COACH brand is well-known throughout the year.