What happened in the year that I've been away??

[Green eyed girl_00]

I haven't bought a Coach bag in a year or so because I've been knee-deep in school (and the bills that come along with it). I stopped in to my nearest FP store last night and was so sad at how this store looks now. It's in a beautiful mall. The mall was packed with early Christmas shoppers. Lines were out the door in some stores. But my Coach store was desolate. No shoppers at all each time I passed by. I stopped in to look at the Borough in Red Currant (gorgeous!) and I was taken aback by the barren look....only 2 sa's and none of my usual sa's....I'm assuming they have moved on, there were not enough styles of bags to even fill the shelves so several styles were repeated, everything looked the same in terms of colors and styles. I really miss my old Coach! I miss that "something for everyone". This store used to always be busy so this was quite shocking.

 

[ophousewife]

Get used to it. Lol. A lot of us have reported similar stories to yours. A few of us have also said that our stores have SAs that stalk you and say that everything you pick up is "the last in the store" or "limited edition." It's a sad state for many of our stores.

 

[Nymeria1]

I haven't bought a Coach bag in a year or so because I've been knee-deep in school (and the bills that come along with it). I stopped in to my nearest FP store last night and was so sad at how this store looks now. It's in a beautiful mall. The mall was packed with early Christmas shoppers. Lines were out the door in some stores. But my Coach store was desolate. No shoppers at all each time I passed by. I stopped in to look at the Borough in Red Currant (gorgeous!) and I was taken aback by the barren look....only 2 sa's and none of my usual sa's....I'm assuming they have moved on, there were not enough styles of bags to even fill the shelves so several styles were repeated, everything looked the same in terms of colors and styles. I really miss my old Coach! I miss that "something for everyone". This store used to always be busy so this was quite shocking.

Unfortunately, I've seen the same lack of customers at my Coach boutique. There may be some lookers, but minimal takers. This is because the department stores are offering the same new bags at discount prices. Why pay full price at a boutique when you can buy the same bag at 25% or more off? Also. Coach has discontinued the PCE's. I recently bought the floral Taxi Tote at Macy's sale. And FYI: You can now pre-buy a bag at Macy's at 25% off for their Friends and Family sale in a few weeks. No wonder the FP boutiques are empty!

 

[lizmil]

I used to feel that I would love to live near a FP boutique or even near a Macy's, Bloomingdales or Dillard's. But I don't have any of those. The closest is the outlet 45 minutes away. With the exception of the Borough (bought several mostly off Ebay at discount) and the Snoopy line (wanted something small, for collection, didn't get anything) I don't think I'd even care to have FP anymore.

I won't pay FP for anything Coach. Just not gonna happen. I would have for the Snoopy, but that would have been a huge exception. And I was was squeaking at the thougt of $250 for a wallet.

There is little in the upcoming collection that is even tempting. That will mean two in a row I'll sit out. I haven't done that since I started buying Coach, around 2008-2009.

 

[Luv2Shop1]

They embarked on a rebranding with the notion that Coach should be perceived by the marketplace as a luxury brand. They have set their target demographic as fashion forward 20-something's. To support this idea they have hired a new CA--aka Stewart late of Loewe and Mulberry--and set the goal of higher prices, fewer sales, and exclusivity.

The average price of SV collection bags is trending into the $500-$800 range with lower end bags in the $350+ range.

PCE is gone, replaced by SAS (semi-annual sales). Factory online sales are 3-4times a month vs 2 times a week.

The return policy changed to 60 days from purchase a few months ago-- it used to be open ended.

They are closing a large number of FP stores to create a more uniform and exclusive brand image.

They are now advertising more than before in fashion magazines and editorials to try to promote this new image.

So far results, in my opinion, are mixed. We will see what happens next--that is, if any of us care enough to keep up! Judging by the precipitous drop in traffic on this forum, a lot of the old tpf Coach fans have left and have not been replaced by new fans.

A lot has happened in the past year!

 

[Green eyed girl_00]

Wow! I knew they had changes in mind but this seems so drastic. I guess time will tell if they're successfull or not. Reduced traffic on here is another point. Thank you all for your replies.

 

[ArmCandyLuvr]

I don't think the Coach store in my area was ever a high-traffic one, and it got worse when the outlet opened less than 20 miles away. Sometimes, it seemed like I was the only person who ever bought anything at the FP store. Of course, the SAs trip over themselves to help me.

The outlet is crowded all the time. People snap up those cheap siggy bags like crazy.

 

[ltbag]

They embarked on a rebranding with the notion that Coach should be perceived by the marketplace as a luxury brand. They have set their target demographic as fashion forward 20-something's. To support this idea they have hired a new CA--aka Stewart late of Loewe and Mulberry--and set the goal of higher prices, fewer sales, and exclusivity.

The average price of SV collection bags is trending into the $500-$800 range with lower end bags in the $350+ range.

PCE is gone, replaced by SAS (semi-annual sales). Factory online sales are 3-4times a month vs 2 times a week.

The return policy changed to 60 days from purchase a few months ago-- it used to be open ended.

They are closing a large number of FP stores to create a more uniform and exclusive brand image.

They are now advertising more than before in fashion magazines and editorials to try to promote this new image.

So far results, in my opinion, are mixed. We will see what happens next--that is, if any of us care enough to keep up! Judging by the precipitous drop in traffic on this forum, a lot of the old tpf Coach fans have left and have not been replaced by new fans.

A lot has happened in the past year!

I agree the results have been a mixed bag. It has been extremely difficult for Coach to position itself as a luxury brand when the department stores put Coach merchandise on sale literally every week. This new Vevers line has been on sale in one department store or another just about every week since it launched.

There have been a few styles (very few) that have not been available at the department stores and they sold out quickly because they had limited runs made, sometimes under 30 items. This was meant to create demand but what it seemed to do was create frustration since the availability of the items was random and most of them never even made it to the website or the stores. (examples of this are the teal Dakotah, the feather fobs, and the snoopy line. Do a search on any of these items and you will see a LOT of Coach frustration. )

Because a shopper can walk into any Macys, Belk, Bloomingdales, Dillards, etc and get most Coach bags on sale, there has not really been any point to go to a fp store. Also this has not given off the air of exclusivity at all, but HAS given off the air of quiet desperation on Coach's part.

And as for advertising, Coach spent a lot of money advertising items that were simply not available to most who wanted them. Again this did not create an air of exclusivity, it simply created an air of cluelessness and poor marketing and distribution.

FOS and the outlets are carrying less deletes, and marking them down less, but since most outlet shoppers are not there for deletes anyway, it is not clear that anyone but tpf members have noticed the difference. The madison line has moved to the outlets and is now a mff line. This probably annoys the long term customers who have a lot of fp madison, but I am not sure on that one.

That is my take on what has been going on this year.

 

[TejasMama]

Our FP store has been pretty desolate for the last year or longer as well, and now our outlets aren't much to brag about, either. I have carried Coach faithfully for almost 20 years and this is the first time that I haven't been interested in any of the styles. The brand is certainly going through an identity crisis--and treating its loyal customers poorly as it redefines itself--so I think some people are sitting back and seeing where things end up.

It makes me sad because this is the one brand I have carried through most of my adulthood but I barely think to even look at it anymore. I have a couple of bags that I love and enjoy, but for the most part, what I've seen this last year just doesn't appeal to me. I didn't leave Coach--I think it left me first. Whatever their new plan and demographic is, I don't fit into it. Moving on...

 

[katierose]

I haven't bought a Coach bag in a year or so because I've been knee-deep in school (and the bills that come along with it). I stopped in to my nearest FP store last night and was so sad at how this store looks now. It's in a beautiful mall. The mall was packed with early Christmas shoppers. Lines were out the door in some stores. But my Coach store was desolate. No shoppers at all each time I passed by. I stopped in to look at the Borough in Red Currant (gorgeous!) and I was taken aback by the barren look....only 2 sa's and none of my usual sa's....I'm assuming they have moved on, there were not enough styles of bags to even fill the shelves so several styles were repeated, everything looked the same in terms of colors and styles. I really miss my old Coach! I miss that "something for everyone". This store used to always be busy so this was quite shocking.

They need to replace the store designer they have now and get someone who knows how to make a store attractive. The stores are boring. I have mentioned this to the SA and managers, that they need to put more stuff out.

Also Coach needs to put all the bags in every store, instead of offering different bags at different stores. Only the Flagship stores carry the higher end bags, and there are few of those. When people go into a mall they can be of any economic situation, or maybe have extra money that day, or maybe they are visitors to the area, etc. Why not make use of the store, put all your stuff out on display. I guess in theory it sounds good, make some stores elite stores, make the stores look exclusive with uncluttered shelves, but it's not working for Coach.

I went into a nice mall last week and stopped into the Coach store, and it was the most boring store in the mall and of course it was empty, not one customer. The shelves were half empty, SAs were looking bored, I walked in, walked around once and left. And if the Coach store is boring to me, a long time Coach collector, I'm sure it's boring to everyone else who happens to stop in.

 

[DesigningStyle]

I didn't leave Coach--I think it left me first. Whatever their new plan and demographic is, I don't fit into it. Moving on...

You are not alone. I am not that fashion-forward 20 year old either. I agree with you whole-heartedly.

 

[Murphy47]

How many "fashion forward" 20 somethings have the disposable income to spend $500 plus on a bag often enough to keep a brand alive?
It's those of us who are more mature with grown families that have time and money.
Like many here, my mall/outlets experiences are the same and I also have moved on.
Couldn't even sell the last Coach I had up on eBay.
Bought myself a nice Brahmin.

 

[Alexa5]

Yes, I totally agree about the barren stores...in regard to both customers and actual handbag styles. Before when they had styles I didn't love, I could tell there was a decent selection for most customers. But now there is so little to be found that is interesting. I also check out the department store sales online frequently, and even on sale I can't find anything.

The one thing I do want was a FP only item that I don't want to pay FP for....it is just a random item that never went to department stores, so it kind of annoys me because most everything else has gone to the department stores. (for the most part)

 

[ophousewife]

I think it's been about a year (if not longer) since I bought a Coach bag. It just doesn't appeal to me anymore. I love the bags with great leather and attention to detail. Now the bags at Coach are just not up to snuff. I've moved on. Louis Vuitton, Longchamp, Balenciaga, those have caught my attention and gained the bulk of my bag funds. I'm a 20 something and probably Coach's desired demographic but Coach is just too blah right now for me to care much about their product. And I'm mad that I don't like Coach as much! Coach was my first choice of bags for so many years and now I don't care enough to purchase their product.

 

[sparkle1]

How many "fashion forward" 20 somethings have the disposable income to spend $500 plus on a bag often enough to keep a brand alive?
It's those of us who are more mature with grown families that have time and money.
Like many here, my mall/outlets experiences are the same and I also have moved on.
Couldn't even sell the last Coach I had up on eBay.
Bought myself a nice Brahmin.

Speaking of Brahmin, I was in the Dallas Galleria on a very busy Sunday afternoon. The Coach FP store was deserted, I was the only one there with 3 SA's. I do not know how they can afford the rent and salaries without any customers. I walked into Brahmin, and it was super busy. They had a small sale area in the back, and shoppers were everywhere, buying full price and sale items as well. The 2 SA's had their hands full.