With the introduction of the 1941 collection I have a few observations and question that I'd like to open up to a broader discussion regarding the evolution of Coach from leather goods boutique to American fashion house.
It seems Coach has introduced a third tier to its retail structure. From what I understand, in the beginning, Coach relied on traditional marketing methods in the ways of company owned stores, spaces in large department stores, and catalog sales. I'd consider this a one tier structure. The outlet represented a second tier below the established brand to reach consumers who weren't interested in paying full price, but were nonetheless interested in the brand. With 1941, it seems as if Coach has introduced a third tier, a premium one above the original product line.
At first I thought that 1941 was the 75th anniversary runway collection unique to his year. But it seems that Coach 1941 is more than just its runway label, even if it does encompass it, and will continue beyond 2016 under Stuart Vevers' rebranding of Coach. What makes it unique (and premium) are the leather goods' leather and suede linings and other premium details, its exclusivity to Coach online, stores, and upsacale department stores, and its orient toward the larger international fashion dialectic versus the more staid Coach label and pared down outlet offerings.
Personally I'd like to see the outlets shrink drastically along with MFF merchandise, and I'd like to see clear labeling among the brands, so perhaps "Carriage" or something similar for MFF goods, "Coach New York" for the main line, and "Coach 1941" for the premium line. To some extent I believe they're already doing this. While I do think the factory stores are hurting brand equity, I think it's still a decent strategy to curb counterfeiting, reach price-conscious consumers, and liquidate unsold merchandise from the two tiers above it, as long as outlets aren't widely available and the MFF to FP item ratio shrinks and remains small.
I also like the idea of a premium line that is more experimental and serves as the brand's house of design, encompasses broader lifestyle merchandise such as clothing and accessories, and reinterprets classic elements with a more luxurious feel such as ultra premium and exotic leathers. By comparison, I think the main line should focus more on the classic and functional leather goods that originally set Coach apart from the rest of the pack.
So for instance, because I really do like how lightweight yet durable their split leather bags with nylon and fabric linings are, and think they're a great compromise between coated canvas and full grain leather, I should be able to shop the mainline for everyday bags. But consumers who like the thicker leathers of yore with unlined or leather lined interiors can shop the premium line's more classic offerings. And of course, the cosmopolitan consumer concerned with fashion and status can also shop the premium line for the latest clothing, evening bags, shoes, and more.
So I have a few questions: Does this three tier structure appeal to you, turn you off, or are you indifferent? Do you think Coach needs to do more to differentiate among the three tiers more than they have so far? Do you think the Coach, or any fashion brand, can thrive with this trifurcated structure? How do you see this playing out in the future? Do you disagree entirely with my argument that Coach is currently attempting to put a three tier brand structure into place?
Please feel free to address any points I've made, questions I've posed, and raise others
It seems Coach has introduced a third tier to its retail structure. From what I understand, in the beginning, Coach relied on traditional marketing methods in the ways of company owned stores, spaces in large department stores, and catalog sales. I'd consider this a one tier structure. The outlet represented a second tier below the established brand to reach consumers who weren't interested in paying full price, but were nonetheless interested in the brand. With 1941, it seems as if Coach has introduced a third tier, a premium one above the original product line.
At first I thought that 1941 was the 75th anniversary runway collection unique to his year. But it seems that Coach 1941 is more than just its runway label, even if it does encompass it, and will continue beyond 2016 under Stuart Vevers' rebranding of Coach. What makes it unique (and premium) are the leather goods' leather and suede linings and other premium details, its exclusivity to Coach online, stores, and upsacale department stores, and its orient toward the larger international fashion dialectic versus the more staid Coach label and pared down outlet offerings.
Personally I'd like to see the outlets shrink drastically along with MFF merchandise, and I'd like to see clear labeling among the brands, so perhaps "Carriage" or something similar for MFF goods, "Coach New York" for the main line, and "Coach 1941" for the premium line. To some extent I believe they're already doing this. While I do think the factory stores are hurting brand equity, I think it's still a decent strategy to curb counterfeiting, reach price-conscious consumers, and liquidate unsold merchandise from the two tiers above it, as long as outlets aren't widely available and the MFF to FP item ratio shrinks and remains small.
I also like the idea of a premium line that is more experimental and serves as the brand's house of design, encompasses broader lifestyle merchandise such as clothing and accessories, and reinterprets classic elements with a more luxurious feel such as ultra premium and exotic leathers. By comparison, I think the main line should focus more on the classic and functional leather goods that originally set Coach apart from the rest of the pack.
So for instance, because I really do like how lightweight yet durable their split leather bags with nylon and fabric linings are, and think they're a great compromise between coated canvas and full grain leather, I should be able to shop the mainline for everyday bags. But consumers who like the thicker leathers of yore with unlined or leather lined interiors can shop the premium line's more classic offerings. And of course, the cosmopolitan consumer concerned with fashion and status can also shop the premium line for the latest clothing, evening bags, shoes, and more.
So I have a few questions: Does this three tier structure appeal to you, turn you off, or are you indifferent? Do you think Coach needs to do more to differentiate among the three tiers more than they have so far? Do you think the Coach, or any fashion brand, can thrive with this trifurcated structure? How do you see this playing out in the future? Do you disagree entirely with my argument that Coach is currently attempting to put a three tier brand structure into place?
Please feel free to address any points I've made, questions I've posed, and raise others
