Coach is walking on coals. There's some widely distributed research on making items very limited and in conjunction with that, offering snobbery as means of customer service. The research suggests this will really drive up sales. Apparently, when SAs convey the attitude that you can't have something or, worse, that you can't pay for it, our psychological need for that peddler's wares is spiked.
If this is what they think will work with current Coach loyalists or average customers, they've way over generalized the research. The demographics that apply to this market psychology don't seem to align with Coach's customer base demographics.
Actually, the list of how new mgmt is applying market psychology to new Coach policies and campaigns , and how they misalign, is lengthy. No wonder, so many of us shake our heads at how it appears they are throwing clay at a wall. They are.
I had a great relationship with SAs at my store, as I've shared here. Then on came a new asst mgr who conveys a snobby type attitude....I kept thinking it was just something that caused me not to " click" with her. But now I wonder if it's something beyond that. Personally, I really don't like going there anymore if she's there, which is often. So my personal response is "shop elsewhere." I don't need to pay thousands upon thousands to have this person act that way with me. Once, shame on her. But now it's twice and if I go back for more of that, then shame on me. And if it could happen to me, it could happen to others...and so on and so on. Just like this feather fob fiasco. Though this didn't happen to me, it could have...or might next time...So in that sense, it's as though it happened to me, as I read here what happened to other loyal clientele.
This whole fiasco is more clay on the wall. It fell. Hopefully, others who don't need to be allured to items with snobbery or continued limited edition, "hands off, it's not for YOU" methods will get it, too. It's a feather on a stick, and they are trying to get you to believe you are not worthy of it. Will you let them say that, as you hand them your money? Do you feel more worthy now that the feather is en route to you? Does it make you worthier? And the nasty customer service--is it just leading you to want the feather more and, if so, consider carefully-- WHY?
Stay well and prosper, Coachies. Thanks for many years of great fun here. I've really enjoyed my time here on the Coach sub forum on tpf. I really have.
