The Coach brand was founded in the late 40

　　The Coach brand was founded in the late 40 's, has always been a United States professional women's symbol. Until the late 80, Coach because of its durable qualities become United States family favorite. At that time, many women on Wall Street to work in vertical button shirt, silk tie, matching a Coach Briefcase.

　　But that 90 has changed. United States Office workers are no longer required to wear it so stiff serious, Briefcase can replace more fashionable style, this new wave began to impact the workplace to a traditional conservative coach handbags outlet At the same time, from Europe LV and Gucci brands started to enter the United States market-bright these European boutique, design fashion, by contrast, the then Coach limited variety, style has little innovation.

　　Times have changed, Coach got up very early to catch a late set. On 1995 Frankfurt, former CEO (Lew Frankfort), he realized that "is the time for the change was to".

　　In 2000, the Coach at an average of 200 dollars, less than half of European quality, but quality remains "solid and durable". To address this situation, the company internal discussion "easy luxury" this position, want to provide to those who don't want to spend premium consumers to purchase European boutique but desire to have a fine, another alternative.

　　In fact, pioneered by luxury goods business in Europe, there has been a century of constant tradition-design and sales of luxury goods almost in spite of consumer demand, style is pursued throughout the year a new principle and rejected mass production and innovation, adhere to dilute your. In other words, they only as wealthy as the ultimate target groups.

　　Higher prices, lower sales volume, "consumer group is too narrow" is the most offensive way of European luxury goods business in Frankfurt. "In the United States, we lock in the top of the 20% family, the rest of Europe family of brands may only lock 3%. "He's so interpret the choices made by Coach.

　　According industry analysis, two forces driving "without luxuries" possible. Result, more and more consumers are willing to spend more money on certain categories, in exchange for better products and services, at the same time, they were willing to, in some ways went without food in order to save money to buy High-quality goods. The other hand, with the popular m-society, the middle class will be less and less, consumption levels of differentiation is also picking up, this means no distinctive brand in the middle of losing markets, people either tend to buy luxury boutique, or buying cheap goods. Coach did, it was transferred from the middle position of the commodities of quality. Demand for luxury consumption at this stage, people who don't have a lot of disposable income, Coach just strikes at the upgrade they long for consumption needs. Further stated that the Coach had to do was the luxury goods from the people worship the shrine of the pull-down.