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].

Core Insights - COACH, once perceived as an outdated luxury brand, is experiencing a resurgence with significant revenue growth, particularly in the Chinese market [2][3] - The brand's revenue for the first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]