「北美土特产」COACH是如何翻身的？

Core Viewpoint - COACH has successfully repositioned itself in the luxury market by appealing to the younger, discerning Generation Z, leading to significant revenue growth despite a general downturn in the luxury sector [6][15]. Group 1: Financial 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 [6]. - COACH entered the top five of the global fashion search engine Lyst's popular brand list for the first time, with its Brooklyn bag and Cherry bag charm ranking first and fourth in the popular items list, respectively [6]. Group 2: Product Strategy - COACH has adopted a strategy of maintaining the continuity of popular products, enhancing brand resilience and revenue capacity, with no single product line accounting for more than 10% of sales [13]. - The brand has introduced various iterations of its Tabby bag, which has become a social media sensation, with over 34.2 million posts related to it on TikTok [11][19]. Group 3: Market Positioning - COACH has shifted from a "light luxury" positioning to "Expressive Luxury," targeting Generation Z consumers who seek quality and design without exorbitant prices [15]. - The brand's customization options align with the current trend of personalized accessories, appealing to younger consumers who prefer unique expressions of style [16][18]. Group 4: Marketing and Social Media - COACH's resurgence is bolstered by significant social media marketing efforts, including collaborations with influencers and the creation of trending hashtags to engage consumers [21]. - Despite growth in China, COACH's performance has been modest compared to North America, as younger consumers gravitate towards brands with higher social value, such as Miu Miu and Ralph Lauren [28].