CEO Victor Luis talks Coach's turnaround strategy (Fortune interview)

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I found this quote interesting:


"In September, it will start selling the first collection designed by creative director Stuart Vevers, who has focused on the 73-year-old company’s heritage and New York roots. The new collection is a nod to Coach classics—and an effort to start to win back shoppers who thought the brand had grown too showy in recent years."


Too showy?? Legacy, Borough, the newer Madisons are all very toned down styles. And wasn't Legacy supposed to be a "nod to Coach classics". And if they cared about their NY roots so much they would have kept the bags Made in NY. But I digress...


Though I am glad to hear some of the displaced Coach SAs will get jobs at the department stores. The ones in my local dept stores are not Coach specific but work in the general "better handbags" area.


I may be in the minority but I don't think this interview leads me to believe the strategic plan is any more thought out than what I read before. I want Coach to succeed too, but so far I am not hearing anything that leads me to believe they are on the right path. It is one of those cases where I hope I am wrong.


Based on the part you bolded, I am starting to think the author's familiarity with Coach's actual products begins and end with siggy bags everywhere.
 
Based on the part you bolded, I am starting to think the author's familiarity with Coach's actual products begins and end with siggy bags everywhere.

Disclaimer: I know that lots of people love the bags I'm referring to, and I respect that, but they aren't 'me' :smile1:

Not necessarily, if the author is referring to the past 10 to 15 years or so (maybe more?). I honestly don't have a timeline here, but years ago, I was on the Coach mailing list and I loved looking at all the new bags coming out. I couldn't afford them at the time, but I could dream! lol! Then suddenly, the bags started to become multi-colored, and pink, metallic and embellished, and "blingy" for lack of a better word. The classics were still in the emails, but fewer and fewer, and then it seemed that all the bags were not my style. I remember sitting on the computer and talking on the phone to my Mom and having conversations about Coach having gone "off the deep end" and where were the classic styles and amazing leather? I finally opted out of the Coach emails because it seemed pointless to continue getting them. I did not 'rediscover' Coach until the Phoebe (and TPF shortly thereafter). I know that I missed a lot of the Legacy line and others,which I do love and found at the outlets, during my hiatus and I'm sure that others did, too, because they simply didn't look any more, just like I didn't. Maybe this is what the author is referring to?
 
Disclaimer: I know that lots of people love the bags I'm referring to, and I respect that, but they aren't 'me' :smile1:

Not necessarily, if the author is referring to the past 10 to 15 years or so (maybe more?). I honestly don't have a timeline here, but years ago, I was on the Coach mailing list and I loved looking at all the new bags coming out. I couldn't afford them at the time, but I could dream! lol! Then suddenly, the bags started to become multi-colored, and pink, metallic and embellished, and "blingy" for lack of a better word. The classics were still in the emails, but fewer and fewer, and then it seemed that all the bags were not my style. I remember sitting on the computer and talking on the phone to my Mom and having conversations about Coach having gone "off the deep end" and where were the classic styles and amazing leather? I finally opted out of the Coach emails because it seemed pointless to continue getting them. I did not 'rediscover' Coach until the Phoebe (and TPF shortly thereafter). I know that I missed a lot of the Legacy line and others,which I do love and found at the outlets, during my hiatus and I'm sure that others did, too, because they simply didn't look any more, just like I didn't. Maybe this is what the author is referring to?
Me too. I was away from Coach for years because it got very, very blingy and not what i wanted.

The same thing happened to LV way back - way way back. I remember peopke saying things like : " i dont want LV logo anymore, I gave mine to the maid." We baby sat for a lady like this. lV was over distributed amd out of style. But they turned it all around. Hope Coach can too.
 
This sounds a lot more well thought out than a lot of what we've been reading about the company recently. I do have to say though, that it's great that if you don't live in a large market we (Coach) don't give a crap about you and you can just shop online (where presumably we will lock you out of the "special" website).

That was in my sarcasm font.

I just bought a gorgeous bag off eBay that was in the Asia market. I'd never see the likes of it anywhere near me. I"ll post the link in a minute.

Here it is:

http://cgi.ebay.com/ws/eBayISAPI.dll?ViewItem&item=261511508279&ssPageName=ADME:B:EOIBSA:US:3160



Congrats! Twins!

I have that bag!! I saw a photo of it last year, I think it was from a tPF'r and located that bag in Seattle, WA. I did a charge send. I always wondered why I never saw the bag before and I'm guessing you're right about the Asian market. Can I ask how you found that out?

It's an amazing bag, just gorgeous! For some strange reason I haven't cut the tags yet. I'll probably debut her in the fall.



Hey Zuggy!
I remember when you got this one! I saw this bag still at the outlet recently, I was surprised they still had some. It was on the clearance section.


I haven't cut the tags on mine either! I was thinking the same thing...debut her on the fall.
 
Disclaimer: I know that lots of people love the bags I'm referring to, and I respect that, but they aren't 'me' :smile1:



Not necessarily, if the author is referring to the past 10 to 15 years or so (maybe more?). I honestly don't have a timeline here, but years ago, I was on the Coach mailing list and I loved looking at all the new bags coming out. I couldn't afford them at the time, but I could dream! lol! Then suddenly, the bags started to become multi-colored, and pink, metallic and embellished, and "blingy" for lack of a better word. The classics were still in the emails, but fewer and fewer, and then it seemed that all the bags were not my style. I remember sitting on the computer and talking on the phone to my Mom and having conversations about Coach having gone "off the deep end" and where were the classic styles and amazing leather? I finally opted out of the Coach emails because it seemed pointless to continue getting them. I did not 'rediscover' Coach until the Phoebe (and TPF shortly thereafter). I know that I missed a lot of the Legacy line and others,which I do love and found at the outlets, during my hiatus and I'm sure that others did, too, because they simply didn't look any more, just like I didn't. Maybe this is what the author is referring to?


+1. I thought Coach really went blingy for a time and I missed their classic look.
 
Congrats! Twins!





Hey Zuggy!
I remember when you got this one! I saw this bag still at the outlet recently, I was surprised they still had some. It was on the clearance section.


I haven't cut the tags on mine either! I was thinking the same thing...debut her on the fall.
That's right MaryBel! I have you to thank or blame for this one! :giggles:

I'm pretty sure I paid $450. It sure would have been nice to find it on clearance!
 
Congrats! Twins!

Hey Zuggy!
I remember when you got this one! I saw this bag still at the outlet recently, I was surprised they still had some. It was on the clearance section.

I haven't cut the tags on mine either! I was thinking the same thing...debut her on the fall.


Well now I'm thinking I should have tried a charge send instead of buying off ebay.
 
Interesting comment about replacing department store sales staff with Coach staff. That would tighten up on extra discounts that Coach has vetoed but store staff give anyway (such as discounts at say, Macy's, that were given on the Borough when Coach excluded them from PCE and department stores were supposed to as well) while looking like a 'better level of service.' Very interesting--thank you for the article!
That is what MK has done and I believe it has made a significant difference.
 
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