Coach

Coach was found in 1941 and has expanded to over 400 stores in the United States and Canada today. They offer a variety of products with revenue generated from mainly handbags and accessories. Coach has become especially popular among teens in high school. This is because they position themselves as a luxury brand for consumers with medium income. In particular, the way they decorate their stores and design their bags convey the luxurious feeling and image of the brand. The first time I heard about this brand was perhaps two years ago. I remember the hype that was going around in my high school, many girls started buying Coach bags and bringing them to school. Everyone was like “I LOVE Coach!!” … However, I am not in one of Coach’s target segments. I personally detest the brand. Why? It’s simply because my impression of Coach is that it’s just a cheap “wannabe” high-end brand. I can’t say they use a copycat approach, but I personally see a noticeable similarity between the Coach purse and Gucci purse in the pictures I’ve attached. This is also why Coach bags give off the feel of a luxury product, because they remind me of actual high-end brands. I can’t remember when I started disliking the brand, maybe it’s when I started seeing so many people on the streets wearing it, especially young girls. Even though I see it everywhere, it’s not one of the products that trigger my desire to own one too. It’s just like the TNA track suits that were so popular back in high school. Everyone wore it like they were a school uniform. I hated it. All in all, the marketing mix of Coach bags really does not appeal to me at all. How special is it when so many young teens are wearing them around the streets?