COACH

TANVI JAIN - CAROL D’SOUZA COCO SIN - MACY JARVIS

INITIATIVES OVERVIEW & FEEDBACK

COACH CREATE

COACH CARRY

CUSTOMIZATION ENHANCED EXPERIENCE

LEGACY COMMUNITY MARKETING EVENT

10 VOTES

1 VOTE

COACH CARES

COACH-ELLA

SUSTAINABILITY BRAND TRANSPARENCY

NEW PRODUCT LINE LAUNCH EVENT FOR NICHE MARKET SEGMENTS

7 VOTES

6 VOTES

CHOSEN INITIATIVES

Coach Create Launching an app USB Solar Powered Bags

COACH APP

Coach only had the emoji application.

With this launch, multiple features and interactivity will be added.

Customers can customize their bags, use the multitude of emojis, check out their outfit and bag combinations, and play a game.

The goal is to interact with customers and increase brand loyalty.

SCOPE

Launch More features, add a game, Start RFID tagging in all products that can be scanned using the app.

COACH CREATE

Taking the existing customization service one step further Freedom to choose Silhouette, Fabric, Color, Functionalities and embellishments.

Option to pick certain products in store and customize them

LOGISTICS • Initial Launch is in the USA only • Free shipping in the USA • Shipping available internationally for an extra cost • 4-8 weeks shipping based on product complexity

New Coach App that allows customization on all smart devices.

• Price Range - $250 onwards

Customization Bar in store - Tablets with app installed

SCOPE Can add features and reduce delivery time based on production capacity. A back-up plan for Coach to specialize in customization over years.

SMALL BAG DESIGN Contains - Key holder, Card holder, Phone Holder, Cup Holder (on the inside), function options that can be moved to any place on the bag, charger inside of the bag

TECHNOLOGY DRIVEN INITIATIVE

Wearable Solar Panels - Pauline Van Dogen Can charge the phone 1 full time with 2 hours of light exposure Foldable and flexible panels, which makes them unbreakable, portable and easily attachable Coach will collaborate with Pauline Van Dogen to develop detachable panels with USB chargers

SOLAR POWERED BAGS

3 Styles - a small clutch, a tote, and a backpack The technology driving the initiative is the solar panels that will connect with the CoachCares initiative.

SCOPE Improve technology, Become a high-tech brand with added functionalities, Make the solar panels a new revenue stream so they can be attached to anything & not just coach bags.

HOW IT WORKS

OTHER RETAILERS USING TECHNOLOGY

12 MONTH PLAN OCT

NOV

SOLAR

Collaborate with Pauline Van Dogen, propose design to the company.

Research and Development of technology to be implemented

APP

Research about customers, existing technology, industry trends and Coach history

Create a UX/UI developers

CREATE

Research about customers, existing technology, industry trends and Coach history

DEC

JAN

FEB

MAR

R&D In collaboration

R&D In collaboration

R&D In collaboration

R&D In collaboration

Complete app Development

UX Finalize coach create design for the app

UX Finalize App design and app content C Create database of coach silhouettes, fabrics, etc to develop customization options

Create a styling + merchandising team to create designs/ elements for coach create catalog

Find overseas vendors who produce the required textiles and other bag parts

Find Manufacturers in the US, create an integrated communication plan through which the manufacturer can get the customer order directly to save time.

APR SOLAR

Create silhouettes that support the technology

APP

Develop Coach Create user interface

CREATE

Source fabrics from international vendor to the US manufacturer to create Just in Time inventory

MAY R&D In collaboration Final Iteration

JUN R&D In collaboration

JUL Design Product Line

AUG Order to Manufacture

SEP

OCT

Ship to Coach USA warehouse

Packaging, labelling, Tagging of all products

LAUNCH

Develop Costing, Terms and conditions and shipping procedures

Create hang tags for customizable in-store products

Purchase tablets to install in stores

Trial and error and final iteration of all technology.

Install customization bars in stores

LAUNCH

OPERATIONAL CONSIDERATIONS

Find UX/UI developers for the app Game developers for customization Store planners to incorporate customization bars in select stores International suppliers for raw material and fabric Domestic manufacturers for Just In Time production International and domestic shipping companies Find fashion tech designers to make a catalog of possible customization outcomes Product designers/developers make a catalog of possible customization outcomes, Create Products to incorporate solar panels Merchandisers to source raw material

KEY SUPPLIERS/VENDORS

Pauline Van Dongen for Solar power technology Customization will be an addition to their business model and will require different processes therefore Coach will need to expand its supply chain.

Since all fabrics will be pre-selected to be able to deliver on time, one possible approach Coach could take is Just in Time and Domestic Manufacturing.

Us MANUFACTURER: Baikal Handbags.

Production Time: 4-8 for complete production, may comply to produce in 2-3 weeks with preproduction taken care of in advance Production minimum: - 8pc/color/style for leather bags - 24pc/color/style for fabric bags, - Accessories, combination bags, and exotic bags are case by case Contact: Based in new York Garment District 341 W.38 St, 3rd Fl, NY, NY 10018 212.239.4650 http://www.baikalhandbags.com/sourcing.php

MARKET OVERVIEW

North Asia is expected to generate 51.8% of the handbag markets total revenue in 2018.

The most important aspects of the market are establishment of brand names, access to niche markets, & economies of scope.

Coach reacted early to handbag fatigue, going higher-end again. Kors is trying to restore its luxury aura by pulling its wares from department stores and Kate Spade simply put itself up for sale.

The $9.3 billion market grew a mere 2% in 2016, according to Euromonitor International. (That follows a nearly 1% sales decline in 2015.)

Consumers are looking for cheap prices at Kate Spade or extreme luxury bags at Fendi. The hole in the market that Coach once thrived in has been obsolete because of the fight for sales resulting in outlet stores that degraded the brand image.

FUTURE COMPETITION Nike and Converse have already tapped into customization online. These two brands are

our main competitors in that facet. But Nike

has also launched a 3D printed duffel bag that compares to our sustainable initiative.

XYZ Bag is another retailer that is 3D printing handbags. This is a huge competitor because

they are successfully implementing technology into their brand.

Monpurse is a major competitor because they customize luxury leather handbags. Their

authenticity and image of true individualism makes their customization options a threat.

PROPOSED NEW TARGET CONSUMER Age: 23 Occupation: Interior Designer Location: Los Angeles

ANIMESH

Key Values: • Big on Self Expression • Strong supporter of Equality and Individuality • Pro Weed Legalization

Hobbies & Interests • Follows Fashion Trends • Lives for Shoes and Bags • Wine Tastings and Book Clubs • Loves visiting Historic areas

are men & women in 20s-40s with high level disposable income.

Because the initiatives involve customization, technology,

and sustainability the younger customers that shop at Coach

Age: 26

Key Values: • Big on Self Expression Occupation: Marketing Manager • Focused on pursuing her career Location: Atlanta • Religious on social media Hobbies & Interests • Cappuccinos are her lifesaver • Lives for Shoes and Bags • Wine Tastings and Book Clubs • Loves visiting Historic areas

The original targeted customers

would be targeted. The major

target market for these strategies would be specifically millennials

who have a medium to high level of disposable income.

JASMINE

COMMUNICATIONS PLAN

The entire promotional plan is set up with seasonal considerations in mind. We start in October to promote the Coach Create campaign as it a year-round product / service. During Thanksgiving, we let you give away by teaming up with design universities and joining creative minds. The end of the year, Coach will provide the perfect Christmas and New Years gifts and ideas. We begin New Years with a resolution, launching some information about our upcoming solar panel product launch. E-Commerce and Pinterest will be used to promote and provide knowledge & transparency for our steps towards sustainability mainly. In February, we launch a pink and red version of our own CoachCreations for the month of love.

The aim through our marketing and promotions is to appeal to a variety of markets, including millennials to adults. Using omni-channel marketing through social media to promote the campaign in the necessary voice for each channel but still keep it cohesive throughout. Our instagram voice will be more creative, visual and interactive to appeal to the younger generations, influencers and creatives. Our facebook voice will be more informational with similar visuals to appeal to mainly middle-aged consumers but also the mass market.

Twitter will have the same posts as Instagram but will promote our Coach App more often.

OCTOBER OCTOBER

TO PROMOTE AND INTRODUCE COACH CREATE

WEBSITE CoachCreate Promotional Campaign - a interactive gif that shows parts of the bag coming together

PRINT Advertising wall behind CoachCreate counter Tags on handbags to allow you to scan and customize that specific style

INSTORE Advertising wall behind CoachCreate counter.

Counter will include tablets (previewing our new app) & fabric swatches

APP App Launch Scavenger Hunt promotion - find all the pieces, and have a higher chance of having your photo on Coach insta SOCIAL MEDIA Insta - Post own versions of CoachCreations to promote others to people to post theirs

NOVEMBER

COACH COLLAB WITH DESIGN SCHOOLS TO CREATE CAPSULE

INSTORE Once a month, previews Coach Creations on advertising wall SOCIAL MEDIA Insta - Begin posting CoachCreations Post BTS of design school capsules - “This Thanksgiving, we’re thanking you for your creative minds”

C O A C H CREATIONS

DECEMBER

FULL PRODUCT LINE BASED ON COACH CREATE DATA

WEBSITE “We let you choose, now we’re giving you our ideas”

APP Scavenger Hunt promotion - find hidden “Christmas Picks” products throughout app

Carefully picked based off what you guys want.

Perfect Coach Christmas!

SOCIAL MEDIA Insta - CoachCreations continued & promote new product line

“Christmas Picks” - suggestions on what to buy for a Christmas gift

Promoting CoachCreate product line Facebook, Twitter, Pinterest, Youtube

INSTORE Promote in-store as a USP at the primary selling area. Clean, modern, lined up like Apple products are placed

JANUARY

JANUARY

TO PROMOTE SOLAR PANELS LAUNCH & NEW YEARS RESOLUTION

WEBSITE Links to a another tab in Coach, showing their first step to #CoachCares.

5 P’s of sustainability.

SOCIAL MEDIA #CoachCares New Years Resolution - promote launch and sustainability through e-commerce, insta, twitter and facebook. Just want to get the word out, not full blown promotion EVENT Top 10 Coach Creators at the end of the month will be invited to an event with influencers

FEBRUARY

FEBRUARY

CELEBRATE VALENTINES DAY AND TARGET WIDE MARKET

WEBSITE Launch a pink and red bag to join the Coach Create product line INSTORE Advertising wall - promoting new bags

SOCIAL MEDIA Instagram - targeted more towards millennials, influencers and creatives, super visual Twitter - same information marketed on twitter, captions will be more direct and precise Facebook - targeted towards older audience, provides more product information Pinterest - targeted to mass market, will have Valentine’s day

MARCH

FEBRUARY

LAUNCH SOLAR PANEL PRODUCT

WEBSITE Solar Panel Promotional Campaign - links to a another tab in Coach, explaining Solar Panel #CoachCares INSTORE CoachMoji - sticker handout with every purchase.

Coach shopping bags look like solar panels PRINT Coach shopping bags look like solar panels APP NEW Coach Moji Launch Coach Emojis that promote solar panels, sustainability SOCIAL MEDIA Solar Panel Campaign - marketed on Instagram, Facebook, Twitter, Youtube, Pinterest (will have a Sustainability board)

CONCLUSION

We are making Coach Create our main focus. We want to make it more relevant and prominent - because right now they have such a broad product range that isn’t very effective. Because they already have the intitiative, its a financially stable plan that only requires a small investment in more machines and workers. With the customization at the forefront of retail this could be a major success for Coach.

As we focus on CoachCares, the solar power bags seemed to be a viable option. Customers care about sustainability and transparency, and so implementing the solar powered bags would be truly understanding what Coach customers want. Kate Spade is using the technology in their handbags and so implementing it into Coach would be an easy option.