Coach Inc. Communication Crisis & Recommendation
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Transcript of Coach Inc. Communication Crisis & Recommendation
Team : Mariana, Marwa, Milan, Nicole and Tatyana
Methodology
• Desk Research • Focus Group • National Survey
Heritage
Brand Current State
Brand’s Perspective
'Overplayed, very common nowadays 'Been there, done that. It is nice, but nothing special anymore 'It can be bought at an outlet or NEX stores. 'It feels like I am stepping back in time. 'Mass market 'It feels like a has-‐been brand that isn't hot anymore 'Outdated and not able to compete with the rest of the luxury brands. Old reliable
Survey, N=500, Question: “Imagine yourself walking into a Coach store. In your words, please describe what it feels like to you.”
What’s happening ?
Competitors
55 % high quality 50 % modern 47 % trendy
Survey, N=500, Question: “Michael Kors - For each of the brands below, please indicate which brands, if any, each statement describes. You can select none, one, some, or all of the stores for each statement”
Different Perspectives
Coach is Old Fashion
Survey, N=500, Question: “For each of the brands below, please indicate which brands, if any, each statement describes. You can select none, one, some, or all of the stores for each”
People that associate more with Coach are more likely to think that getting a bag from an outlet is a good deal
44
33
0
10
20
30
40
50 Percentage of people that agree that buying a bag from an outlet store is a good deal.
Associate more with Coach Associate more with another brand
Survey, N=500, Question: “I don’t mind buying a bag from an outlet if I feel like I am getting a good deal - Please indicate how much you agree or disagree with each of the following statements.”
21
40
0
10
20
30
40
50
Percentage of People that think that it is important for others to view their handbag as stylish
Associate more with Coach Associate more with other brands
Takeaway: People that associate more with Coach, tend not to care as much about what others think of their handbag choice.
Survey, N=500, Question: “It is important to me that others view my handbag as stylish - Please indicate how much you agree or disagree with each of the following statements.”
Mass Production
Current Customers
29 % Rural 16 % Urban Survey, N=500, Question: “If you were going out for the evening, which of these “people” would you most want to hang out with? “
Women of 55+
Shopping Behavior
Our Target
Coach & Millennials
What they don’t like about coach
15%
20%
23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
18-34 35-54 55+
Age
Desire to hang out with Coach
Survey, N=500, Question: “If you were going out for the evening, which of these “people” would you most want to hang out with?
43%
36%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
18-34 35-54 55+
Age
More Social Media Accounts
Survey, N=500, Question: “Which of the following describes your age?”
56%
24%
36% 36%
64%
33%
52%
43%
0%
10%
20%
30%
40%
50%
60%
70%
… affordable ...no longer luxury … too common ... trendy
Coach is...
Average (all ages)
18-34
Survey, N=500, Question: “Coach - For each of the brands below, please indicate which brands, if any, each statement describes. You can select none, one, some, or all of the stores for each”
Coach Strengths Coach Remains Strong
Walking into a Coach store is “amazing, like going home, classy, stylish, feminine, bright, fun, inviting,
clean, a playground, like heaven, fresh, welcoming, and timeless.”
-‐ 18-24 age group
Coach Store Experience
Survey, N=500, Question: “Imagine yourself walking into a Coach store. In your own words, please describe what it feels like to you.”
Millennials and NY Style
Survey, N=500, Question: “Imagine you and a friend are at a party and someone describes the hostess as having a real “New York style”. Your friend doesn’t know what that means. How would you describe to her what having a “New York style” means?“
Coach, born and reborn in New York
Old New York, new New York, it’s still New York
Coach, Born & Reborn in New York
Our NY Frame work
Our Reasoning
Communication Strategy
“Old New York, New New York, Its still New York” -‐ Sex and the city
Meet Blake!
Launch Event
#BornAndRebornInNYC