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]