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Coach Inc. in 2012: Its Strategy in the "Accessible" Luxury

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Toni-Ann Boyd

on 3 February 2015

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Transcript of Coach Inc. in 2012: Its Strategy in the "Accessible" Luxury


Competitive Industry

Fall of stock price

Expanding into Asian markets

Department store become less relevant
Collaborating with other luxury brands to combat counterfeiting

Lower price points

Redesign stores

Target international markets
Male Asian markets

Factory outlets and Full Price Stores

Increased customer contact
Coach Inc. in 2012: Its Strategy in the "Accessible" Luxury Goods Market
Founded in 1941
Acquired by Sara Lee 1958
1996 CEO was Lew Frankfrort
Reed Krakoff
Price point of Coach is below luxury competitors
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