Blog: Leonie BarrieCoach's Legacy

Leonie Barrie | 12 February 2007

Coach’s new Coach Legacy boutiques will take the shoe and accessories brand to a more sophisticated customer base – but will shoppers be prepared to pay nearly twice the price for the new Legacy offerings?

The answer is a resounding “yes,” according to Pam Danziger, president of Unity Marketing, who points out that more limited edition products give the luxury consumer “a unique way to express her personal style. With the Legacy launch Coach is playing off affordability to see how far the luxury consumer’s budget can stretch to give her an emotional thrill when making a purchase.” 

Danziger, who is also the author of ‘Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience,’ and has prepared a corporate profile on Coach, adds: “The brilliance of Coach’s pricing strategy is to offer up a family of products that extend the range of shoppers’ affordability. Take the popular Carly bag: at its most affordable they have a Signature version priced at $178; in the mid-range they offer a leather demi bag at $238 and a full-sized leather version for $398; at the top they present a large leather version for $498 and a suede version for $598. At these price points, the luxury shopper has the flexibility to choose the bag that is right for her at a price she feels comfortable paying.
 
“The key to getting her to stretch her budget is to enhance the product features of the premium bag while offering them up in a shopping setting that delights the customer. By building emotional appeal Coach gives the shopper a justification to spend more.” Clever stuff, eh? - and it'll be interesting to see if the financials bear up too.

Coach to open first 'Coach Legacy' boutiques


BLOG

Why digital supply chains are top of mind

Confirmation that digital supply chains are top of mind for apparel industry executives came last week with the latest plans from global sourcing specialist Li & Fung....

BLOG

Navigating global political frictions and economic uncertainty

As a barometer of the issues top of mind for apparel sourcing executives, it is hard to beat the annual Prime Source Forum in Hong Kong. ...

BLOG

Trump and Brexit generate more confusion

Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...

BLOG

Bangladesh works to resolve labour activist issues

The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...

just-style homepage



Forgot your password?