Blog: Coach'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.
Fresh from their disappointment at seeing the Trans-Pacific Partnership (TPP) free trade deal abandoned last month with an executive order by President Donald Trump, the US apparel and footwear sector...
With the ultimate aim of ensuring all the cotton in its products is sourced sustainably, value clothing retailer Primark is adamant that having a business model focused on offering the lowest prices o...
Last week we marked the inauguration of Donald Trump as the 45th president of the United States by taking a closer look at what's at stake for the textile and apparel trade – especially his promises t...
Continuing our look at what lies ahead for the apparel industry and its supply chain in 2017, the panel of industry experts consulted by just-style last week tackled likely shifts in the sourcing land...
- China leads US apparel sources with falling prices
- Hard hit Turkish industry is not knocked out
- "Power of the many" drives change at Otto Group
- Vietnam grows share of US apparel imports in 2016
- US apparel sector braces for potential cost hikes
- US Q4 in brief – Foot Locker, Nordstrom, Carter's
- Bangladesh crackdown has cost garment sector $100m
- Inditex and H&M boycott Dhaka Apparel Summit
- Adidas and Burberry recognised for sustainability
- Macy's will "do the right thing", says Lundgren
- When Things Go Wrong - A Practical Guide to Managing Common Problems in Apparel Sourcing
- Outdoor performance apparel 2016: A broader perspective
- Technical textile markets: product developments and innovations, December 2016
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- Global market review of lingerie – forecasts to 2022