北美土特产COACH是如何翻身的？

Core Insights - COACH has shown resilience in the luxury market, achieving significant revenue growth post-pandemic, with a reported revenue of nearly $1.3 billion, accounting for 82% of the company's total income, marking a 13% year-over-year increase [1] - The brand has successfully entered the top five in the global fashion search engine Lyst's quarterly rankings, with popular items like the Brooklyn bag and cherry bag charm leading the charts [1] - COACH's strategy focuses on maintaining product continuity and innovation, allowing for a diverse range of signature products that enhance brand resilience and revenue capacity [4] Revenue and Market Performance - COACH's revenue growth of 13% year-over-year has contributed to a 7% overall increase in company performance [1] - The brand's strategic shift towards "Expressive Luxury" targets Gen Z consumers, emphasizing affordability and customization in its offerings [7][8] Product Strategy - COACH has adopted a unique approach to product launches, avoiding the traditional scarcity model and instead focusing on continuous innovation and the introduction of diverse styles [2][4] - The Tabby bag has evolved into various designs and sizes, becoming a social media sensation with over 34.2 million posts related to it on TikTok [4] Brand Positioning - COACH's historical positioning as a "light luxury" brand has shifted towards a more expressive luxury identity, appealing to younger consumers who prioritize individuality and customization [6][7] - The brand's pricing strategy remains competitive, with most products priced between 4,000 to 5,000 yuan, making it accessible compared to other luxury brands [8] Challenges in the Chinese Market - Despite growth in the Chinese market, COACH's performance has lagged behind North America, with lower single-digit growth rates [10] - Young consumers in China are increasingly drawn to brands with higher social value, such as Miu Miu and Ralph Lauren, which have seen significant growth [11] - The rise of second-hand luxury markets poses a challenge for COACH, as consumers seek value and affordability in their luxury purchases [11]