Although Coach is only a second level product brand in North America, it is viewed as one of the best luxury brand in China. After reading Chujun Wang’s blog (https://blogs.ubc.ca/charlynwangcomm296/2012/02/08/coachs-success-story-in-china/)    I am also very curious about why there exists such a huge difference.

First thing first, Coach really owns a good brand name and reputation in China. In recent years, Coach has changed its marketing strategy, especially brand establishing strategy in China. For example, they have taken a lot of photos of famous people taking their bags, like pop-singers. These people do have a great influence on the general public. In people’s rooted mind, these famous actresses or singers never buy anything cheap. Instead, they are using the most famous and luxury brand, like LV and Hemes, as a sign of their social status. Thus, young girls, especially those girls born in rich families, are intend to buy the same brand product to show off and show their social status. As a result, in China, Coach is regarded as one of the luxury handbags, just same as LV and Gucci.

Also, Coach increases its speed of launching new bag styles. Girls who are fond of buying this kind of “luxury” goods are always those people who want to be positioned as being fashion. Some of Coach’s handbag can really lead the fashion, which attracts more fashion girls to buy.

All in all, Coach is really a good example of the success of brand to foreign market. And personally speaking, I think the reason lies in its good establishment of its brand status and reputation.