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

Trump trade probe could have costs for cotton

An International Trade Commission hearing got underway last week as part of the Trump administration's probe into China's intellectual property practices under Section 301 of the 1974 Trade Act. The a...

BLOG

Stop negotiating and bring in the engineers

Surviving in a declining market is the biggest challenge for discount/mass-market retailers and suppliers of commodity products such as basic T-shirts, hoodies or cotton men's shirts – which is why it...

BLOG

The implications of buyer purchasing practices

New research has delved into one relatively underexplored aspect of global supply chains: how buyer purchasing practices impact wages and working conditions....

BLOG

just-style readership survey 2017 – Final reminder

We’re currently carrying out a survey to get a better understanding of the issues that matter the most to our readers, and how we can better serve you in the future. ...

just-style homepage



Forgot your password?