一个已有80年历史的品牌如何在年轻、挑剔的Z世代中取得成功。 作者 | 贺哲馨 编辑 | 乔芊 骂香奈儿、爱马仕之前，你得先担心会被扣上"吃不到葡萄说葡萄酸"的帽子。但轮到COACH，就不同了。 就算是最不懂时尚的人也会吐槽一句"COACH实在是不够时髦"，背着COACH总是透露着一股精致土，就像是它的中文译名"蔻驰"——完全音译，毫无 美感，既没译出欧洲风情，也没翻出中产味道。 刚毕业的年轻人，谁还没有一只双C米白/棕色老花托特 人人都不看好的COACH，偏偏又最争气。疫情之后，奢侈品市场集体降温，COACH的业绩开始上扬，从2022年起就逐渐跑赢了集团其他的两个品牌。 根据刚刚发布的财报，COACH营收近13亿美元，占公司总收入的 82%，同比大增长13%，拉动公司业绩增长 7%。 今年二月，全球时尚搜索引擎Lyst发布第四季度热门品牌榜单，COACH破天荒地进入前五名。热门单品榜中，简约设计的Brooklyn手袋和樱桃手袋挂件 也分别位列第一名和第四名。 曾经是奢侈品鄙视链的末端，如今是年轻人的铂金包，COACH做对了什么？ 让爆品"连贯起来" 时尚产业制造爆品有其固定规则，即有意识地制造稀缺感。具体来 ...

Core Viewpoint - Coach has successfully revitalized its brand and regained consumer interest through strategic product diversification, effective marketing, and a focus on appealing to younger generations, particularly Gen Z. Group 1: Sales Performance and Market Position - Coach's average bag price is around $400, with only a 10% year-over-year sales increase, while Kate Spade and MK experienced declines of 10% and over 15%, respectively [1] - Coach's stock hit its lowest point since the 2009 financial crisis in 2020, prompting a leadership change with Todd Kahn as CEO [1][2] - The brand's previous reliance on classic products led to market saturation and a decline in brand image, necessitating a strategic shift [2][3] Group 2: Product Strategy and Innovation - Coach has diversified its product offerings, ensuring no single product line exceeds 10% of total sales [3] - The introduction of the Tabby bag series in 2019 helped modernize Coach's image, positioning it as an alternative to high-end brands [4] - Coach's pricing strategy has evolved, with main product prices now ranging from $3000 to $5000, reflecting a shift towards higher-end offerings [8] Group 3: Marketing and Consumer Engagement - Coach has tripled its marketing spending in recent years, focusing on brand image and consumer connection rather than just immediate sales [6] - The brand has diversified its ambassador lineup to attract a broader consumer base, including Gen Z [6][7] - Social media has played a crucial role in Coach's resurgence, with significant engagement driven by influencers and celebrities [7] Group 4: Expansion and Future Outlook - Coach plans to expand its physical presence in China, targeting third- and fourth-tier cities to tap into market potential [9] - The company is exploring new product categories, particularly footwear, to reduce reliance on women's bags [10]