业绩增长、产品涨价：“妈妈包”COACH是如何翻红的？

Core Viewpoint - COACH is undergoing a transformation by eliminating elements that consumers reject, such as excessive promotions and product line confusion, and focusing on classic products and brand storytelling to resonate emotionally with consumers [1][3]. Financial Performance - COACH's parent company, TPR, reported Q1 FY2026 revenue of $1.7 billion, a 13% year-over-year increase (12% at constant currency). The China region contributed $269.1 million, growing 20% (19% at constant currency) [2]. - COACH brand revenue reached $1.43 billion, up 22% year-over-year, with over 2.2 million new global customers, 35% of whom are Gen Z [2]. Brand Strategy - COACH has redefined its brand identity from "affordable luxury" to "authentic new luxury," focusing on its unique DNA and craftsmanship [4]. - The brand has redesigned classic items like the Tabby bag and introduced over 50 derivative products, while controlling discounts to maintain a price range of 3,000 to 5,000 yuan, with top products priced at 15,000 yuan [3][4]. Consumer Insights - The company conducted in-depth consumer research to understand the evolving definition of luxury, which now emphasizes self-expression rather than status [4][5]. - Insights revealed that consumers often use a process of elimination in their purchasing decisions, leading COACH to focus on core and classic products that resonate with younger consumers [5][6]. Marketing and Communication - COACH has shifted its marketing narrative from promotions to storytelling that connects emotionally with consumers, emphasizing the personal significance of its products [10][11]. - The brand's average selling price has increased, while consumer sensitivity to price has decreased, indicating a growing recognition of the brand's value and emotional resonance [11]. Future Plans - The company aims to apply its successful brand-building methodology to its other brand, Kate Spade, by identifying its unique DNA and fostering deep connections with consumers [11].