业绩增长、产品涨价：“妈妈包”COACH是如何翻红的？

Core Insights - COACH, once perceived as an outdated luxury brand, is experiencing a resurgence with significant revenue growth, particularly in the Chinese market [2][3] - The brand's revenue for the first quarter of fiscal year 2026 reached $1.43 billion, a 22% year-over-year increase, with over 2.2 million new global customers, 35% of whom are Gen Z [3][4] Financial Performance - The parent company, TPR, reported total revenue of $1.7 billion for the first quarter, marking a 13% increase year-over-year [2] - COACH's revenue in China was $269.1 million, reflecting a 20% increase year-over-year [2] Brand Strategy - COACH has shifted its focus from excessive promotions and discounts to classic products and brand storytelling, enhancing emotional resonance with consumers [4][6] - The brand has redesigned classic items and introduced over 50 derivative products, successfully engaging consumers on social media [4] Market Positioning - COACH is actively expanding its presence in the Chinese market, with plans to open flagship stores and achieve a "hundred store goal" by the end of the year [5] - The brand is redefining itself as "new luxury" rather than "affordable luxury," appealing to younger consumers who seek self-expression through fashion [7][10] Consumer Insights - Research indicates that modern consumers prioritize self-expression over brand logos, leading to a shift in how luxury is perceived [6][8] - COACH's consumer insights department plays a crucial role in understanding customer preferences and behaviors, informing product design and marketing strategies [12][13] Marketing Approach - The brand has eliminated frequent discount promotions from its marketing narrative, focusing instead on storytelling that connects emotionally with consumers [15][16] - COACH aims to create a unique shopping experience that resonates with diverse consumer segments, tailoring its messaging to different lifestyles and preferences [14][17]