Faced with suchcontempt, COACH UGG "close at hand and luxury" (Accessible Luxury)such a concept. "Close at hand and" and "luxury", isclearly contrary to the concept of the two, how could unity of a thing to them?The COACH caught only a psychological luxury consumers - no one wants to havethe ability to spend big UGGs or spend a small amount of money to find a sense of Dealor No Deal.
"Close at hand and the luxury" COACH2000, when UGG Boots scussions ofcollective creation. What was written on the blackboard a lot of terms,phrases, and finally found the word COACH is the best interpretation of thebrand, allowing them to distinguish quality in Europe. On this word, COACH,Chairman and CEO Lew Frankfort is explained: "First, our products are allaffordable. Secondly, all of our Discount UGGs e located inthe lively, popular consumer sites easily accessible, or to facilitate consumershopping areas. Third, to go to any COACH store, consumers can directly touchour products. Fourth, a comprehensive knowledge of our staff, friendly, canhelp CheapUGGs the consumers words are readily available services. "
COACH pricing from the point of view, basicallyhovering brands in Europe, half of the position. Ms. canvas shoulder bag withan example, Hermes easily several million yuan, LV, GUCCI and PRADA about10,000 yuan from top to bottom, and Discount MBTShoes ice is around 5,000 yuan. For advocating the brand, younggirls who love fashion and urban white-collar workers, the latter is moretempting. When the beauty of the women out from the LV store, and turned toenter COACH store, the price will make them all ChristianLouboutin According to "The Wall Street Journal,"Statistics, 2008 COACH handbag store in the average selling price was 325dollars, while in 2009 it introduced a new ChristianLouboutin Shoes Outlet ne POPPY's average selling price of only $ 260 handbags.
COACH's stores tone color to white, giving abright feel, and shops are often open, feel free to create a relaxed atmosphereinto the store; Moncler Jacket splay of allproducts, customers can can choose from, rather than on far from the displaycase; site selection when the street corner and even as far as possible, sothat both sides of the wall has a window, in any one store can be seen on theroad situation, giving the open. This with other brands dim lighting, heavydoor, and serious atmosphere of a Moncler Coat fferent. Andwith the other top luxury goods only in the most expensive location indifferent places, but the most expensive place downtown, COACH will be in Moncler Outlet g shoppingmall, OUTLETS, and even set up shop in department stores or counters.
20 years ago, COACH began to introduce the systemof consumer research methods, known as luxury goods companies throwing NorthFace Jackets all up to theconsumer market research company. The cost of a year for market research overfive million U.S. dollars, in 2009 to visit the 70,000 consumers. It insiststhat they are "data driven" - by mail surveys, group discussions,individual interviews and TNF Jacket rgetcustomers to COACH stores and shopping together in different ways to understandcustomer needs. In its research, they set a number of different categories,such as according to different cities, different age groups stratified; wereanalyzed COACH merchandise NorthFace Jacket not bought, and heard COACH, and have not heard ofdifferent people demand, etc., their aim is to produce closely related productsto consumers.
Through research, COACH found that the NorthFace S. consumer to buy four handbags a year, an average ofevery 12 women in cabinet to 15 bags; and their different according to seasonsand occasions, each time out will change purse. COACH COACH purses whichconsumer groups account for about 35% of the total number of bags; in the mosthigh-end consumers, COACH pack their bags may be The NorthFace or 2 in it. In contrast, Japanese women's average annualbuy two packages, but the average price per package is 4 times the Americans.Therefore, the Japanese spend more money in the package above, although theyaverage only 6 cupboard 7 package only.
It is precisely because doing enough research,understand consumption patterns of women in Japan and the United States not thesame, TNF to continue tointroduce products for the Japanese market, to create a shopping environmentfor the Japanese market. In 2001, COACH enter the Japanese market, the marketshare of only 2%; LV accounted for 33%, GUCCI and RRADA occupies 10%,respectively. To May 2009, COACH's market share has jumped to 12%. 2001 to2006, just 5 years, COACH Japan up to 722 percent revenue growth, marketranking jumped from fifth to second, NorthFace Outlet Japan as the secondlargest outside the United States market.
The face of rapid changes in the market, COACHabandon the traditional luxury of new products every quarter of the normal,greatly reducing the new product cycle from design to the shelves, into amonthly new products to Cheap MBTShoes umers to patronize stores and multiple purchase ratesfrequency. The relationship between the economic crisis, COACH product rangealso made to re-adjust and balance POPPY launched a new series - the pricelower, younger, more fashion, giving the feeling MBT ShoesClearance In order to win the favor of stars and celebrities, andexpand opportunities for street shooting, COACH has launched a price above $ 425LEGACY series, crocodile bags and even thousands of dollars, python package."The new season of" Gossip Girl " Discount MBTShoes been our COACH package, and we do not spendmoney to help them use the program." COACH Andre Cohen, president of Chinatold reporters.
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