「北美土特产」COACH是如何翻身的？

Core Insights - COACH has successfully repositioned itself in the luxury market, particularly appealing to the younger Generation Z demographic despite initial skepticism about its fashion appeal [4][7][14] Group 1: Brand Performance - COACH's revenue reached nearly $1.3 billion, accounting for 82% of the company's total income, with a year-on-year growth of 13%, contributing to a 7% overall company growth [7] - COACH entered the top five in the Lyst's fourth-quarter popular brand rankings, with its Brooklyn bag and Cherry bag charm ranking first and fourth respectively [7][8] Group 2: Product Strategy - COACH has adopted a strategy of maintaining product continuity by introducing new designs and creative variations, rather than relying on artificial scarcity [9][12] - The Tabby bag has evolved into various styles and colors, becoming a significant part of COACH's product lineup, with over 34.2 million TikTok posts related to it [11][12] - COACH's approach to product customization aligns with current trends, allowing consumers to personalize their bags affordably, enhancing appeal among younger consumers [15][17] Group 3: Market Positioning - COACH has shifted its branding from "accessible luxury" to "Expressive Luxury," targeting the desires of Generation Z for unique and expressive products [14] - The brand's pricing strategy remains competitive, with most products priced between 4,000 to 5,000 yuan, making it attractive compared to other luxury brands [17] Group 4: Marketing and Social Media - COACH's marketing strategy leverages social media and celebrity endorsements to enhance brand visibility and appeal to younger consumers [19] - Despite growth in China, COACH faces challenges as younger consumers prefer brands with higher social value, such as Miu Miu and Ralph Lauren, which saw a 30% increase in the last quarter [24]