Capstone project

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Coach x Globe - Trotter the Luggage Collection


Contents

Mission Statement

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Company Overview

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Market Analysis

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SWOT Analysis

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Target Customers

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The Collection

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Marketing Strategy

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Promotion

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Conclusion

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Mission Statement

Coach is a leading New York design house of modern

luxury accessories and lifestyle collections for women and men. Through my capstone project I am creating a luggage line extension that will expand Coach’s market and open up new retail opportunities. The luggage collection will be a collaboration between Coach and Globe-Trotter; an English luxury luggage brand. By combining Coach’s New York design aesthetic with Globe-Trotter’s luxurious leathers and craftsmanship, a new luggage line will emerge that is fresh to the market. I believe that this luggage line extension is an appropriate and necessary next step for Coach as they continue to grow and expand into the modern luxury market.

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Company Overview

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the coach story The Coach brand stands for authenticity, innovation, and relevance. Started in 1941 as a family-run workshop in New York City, Coach was a pioneer in the leather goods and accessories space, establishing themselves as the original American house of leather during the second half of the 20th century. Beginning in North America, Coach delivered an alternative to traditional luxury.

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“To become the company that defines global modern luxury”

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Today, Coach is available on five continents in over 1,000 directly-operated stores worldwide and many more in collaboration with their global wholesale and distributor partners. Coach has set out on an ambitious plan to make luxury more meaningful, liberating, inviting, and approachable for those who desire more than status. It’s a way to celebrate and honor individuality, blending Coach’s history and heritage with design and fashion relevance, to present a clear and compelling expression of the Coach Woman and the Coach Man across the brand and around the world..


Globe - Trotter Globe-Trotter is a modern heritage brand established in 1897. Founded by David Nelken in Saxony Germany, the company moved to the UK in 1932 where it has remained ever since. Today, Globe-Trotter products are style icons adopted by purveyors of traditional craftsmanship and a timeless aesthetic. Globe-Trotter cases have been used over the last 117 years by an enviable client list.

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“traditional craftsmanship and a timeless aesthetic�

The Globe-Trotter leather goods factory (formerly known as House of Patric) is based in Hertfordshire, England. Using the finest materials and expert skills, each leather product is made by hand to bespoke quality. The factory has been operating since 1982 and currently has three generations of the Fitzpatrick family involved at every stage of the process. This knowledge and passion has ensured that as much care and attention-to-detail goes into making these new products as the original Globe-Trotter suitcases.

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Why coach & globe - trotter?

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Since 1941 Coach has been known for their New York design aesthetic. And since 1897, Globe - Trotter has been known for their luxurious leathers and craftsmanship. I believe that by taking what these two brands are best known for and combining them, a new luggage collection will emerge that is fresh to the market and appeals to the Coach customer and their travel needs. This luggage collection will be an appropriate and necessary next step for Coach as they continue to expand into the modern luxury market.


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Market Analysis

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the luggage market

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Traveling has increased to a great extent with the rise in urbanization and leisure activities. People are becoming more inclined toward branded and fashionable travel accessories including luggage. The present day meaning of luggage has evolved from a traditional clothes packing medium into a more comfortable, convenient and multipurposeful travel companion. Luggage has now become a part of travel apparel which defines personality of the traveler. Luggage retail is a very important market throughout the world. For 2015, the global luggage market was forecasted to generate about 31.62 billion U.S. dollars. North America was expected to generate approximately 8.64 billion U.S. dollars in luggage retail sales in 2015; which amounts to a compound annual growth rate of about 3.7 percent between 2010 and 2015. The retail sales value of the travel bag segment worldwide was expected to generate about 12.89 billion U.S. dollars in 2015, making it the largest segment of the luggage market.


Global annual growth rate of the luggage market between 2010-2015

It is evident in this cart that the global luggage market has grown over the past five years. With Coach and Globe-Trotter both being available through retailers across the globe, this supports the predicted success of the Coach x Globe-Trotter luggage collection.

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SWOT Analysis Strengths - Caters to the growing interest in fashionable travel accessories - Unique collaboration between two well-known brands - High quality materials - Exclusive designs - Product range for men and women - Available in the U.S. and Europe

Opportunities - Emerging market - Product extensions - Selling in airports - Celebrity endorsements - Incorporate sustainable elements into designs - Sell on Coach and Globe - Trotter e-commerce sites

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weaknesses - Higher price range - Small product range - Only available through select Macy’s and Selfridges department stores - In the transition period of rebranding itself

threats - Competition with other luxury brands - Luxury luggage is not typically a high demand item - Counterfeits


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Target Customers

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demographics The Young Professional

The young professional includes both men and women between the ages of 20 to 34 who are working in a professional or technical occupation. More young professionals graduate from college, work in fast-growing occupations, and are more diverse than previous generations. In 2013, 15.7 million workers between the ages of 20 and 34 were employed in professional and technical occupations. These occupations are diverse and include teachers, nurses, computer programmers, civil engineers, and over 175 other occupations. Young professionals earned an annual average of $43,000 in 2012. The young professional workforce is majority female. Women have maintained majority status in education and healthcare occupations, but men still hold most jobs in engineering and computer occupations.

The Young Traveler

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The young traveler also includes both men and women between the ages of 20 to 34 who are taking this time of their lives to travel the world and seek out new adventures and experiences while they are still young. Many of these young travelers are in a transition phase of their lives where they have just graduated from college and are taking some time off to travel before diving into the workforce. In 2012, $217 billion of the $1.088 trillion tourism “spend� worldwide came from young travelers, an increase that vastly outstripped that of other international travelers. Young travelers today want, more than ever, to enrich themselves with cultural experiences, to meet local people and to improve their employability when they return home.


psychographics Quality & Durability

Both the young professional and the young traveler rank quality and durability highly important when it comes to choosing their travel luggage and accessories. Due to their busy lifestyles, they would rather spend more money on luggage and travel accessories that they know will last rather than buying cheap luggage and travel accessories that will fall apart after one use.

Fashionable While quality and durability are very important to the young professional and the young traveler, they don’t believe that they should have to give up fashion in order to have these characteristics in their luggage goods. They use their luggage and travel accessories as another extention of their own personalities and personal styles. It is very important to them to have luggage that both fits their performance and style needs.

Personalities & Interests The young perfessional and the young traveler are both individuals obtaining characteristics of confidence, drive, will to take risks, determined leaders, successful, and independent. Their interests lie in the modern entertainment of art, music and literature. Their personalities have the desire to rebel, break barriers, as well as the constant drive to increase social and economic status.

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Meet whitney The Young Traveler

Age: 26 Education: M.S. in journalism from Columbia University Occupation: Freelance writer Income: $45,000/year Relationship Status: Single Hobbies: Traveling to seek new writing topics, blogging, and reading

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Meet caleb The Young Professional

Age: 30 Education: M.F.A in graphic

design from Rhode Island School of Design Occupation: Owner of a graphic design firm Income: $65,000/year Relationship Status: Engaged Hobbies: Keeping up to date with new music releases, traveling to design fairs, and reading

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The Luggage Collection

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The Women’s collection Chelsea Suitcase MSRP: $1,000

Haley Duffel Bag MSRP: $600

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Maddie Rolling Duffel MSRP: $850

Molly Cosmetic Bag MSRP: $125


The men’s collection Porter Suitcase MSRP: $1,200

Jake Duffel Bag MSRP: $650

Logan Rolling Travel Bag MSRP: $900

Max Dopp Kit MSRP: $150

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Wo m e n ’ s

Chelsea Suitcase

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Mixed leather suitcase / 100% leather

MSRP: $1,000

Maddie Rolling Duffel

Smooth calf rolling duffel / 100% leather

MSRP: $850

Haley Duffel Bag

Smooth calf duffel / 100% leather

MSRP: $600

Molly Cosmetic Bag

Leather and coated canvas bag

MSRP: $125


Colors Black

Midnight

Berry

Description: Saddle

*All colors trimmed in saddle*

Description:

Colors Black

Midnight

Berry

Saddle

Midnight

Berry

Saddle

Colors Black

Midnight

Berry

The Maddie rolling duffel is made of 100% smooth calf leather. It features a curtained zipper divider, tie down straps, top and side carry handles, a telescoping handle, and two recessed wheels. It’s dimensions are 16in x 30in x 14in and weighs 10 lbs.

Description:

Colors Black

The Chelsea suitcase is made of 100% leather with smooth calf leather trimming. It features four double spinner wheels, multi-height telescoping handle, and expands 2 inches. It’s dimensions are 26in x 19in x 13in and weighs 13 lbs.

The Haley duffel bag is made of 100% smooth calf leather. It features an interior zip pocket, interior open pockets, double zip closure, leather carry handles, removable/adjustable shoulder strap, and a luggage tag. It’s dimensions are 13.5in x 20in x 8in and weighs 3 lbs.

Description: Saddle

*All colors trimmed in saddle*

The Molly cosmetic bag is made of smooth calf leather and a coated canvas. It features an interior zip pocket, a leather card pocket, an exterior slip pocket, and a zip closure. It’s dimensions are 6in x 8.5in x 4in and weighs 0.5 lbs.

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Porter Suitcase

Mixed leather suitcase / 100% leather

men’s

MSRP: $1,200

Logan Rolling Travel Bag

Smooth calf travel bag / 100% leather

MSRP: $900

Jake Duffel Bag

Smooth calf duffel / 100% leather

MSRP: $650

Max Dopp Kit

Smooth calf dopp kit / 100% leather

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MSRP: $150


Colors Black

Midnight Mahogany Saddle

*All colors trimmed in saddle*

Colors Black

Midnight Mahogany Saddle

Colors Black

Midnight Mahogany Saddle

Colors Black

Midnight Mahogany Saddle

Description: The Porter suitcase is made of 100% leather with smooth calf leather trimming. It features three interior zipped pockets, interior tie down straps, multi height telescoping handle, four double spinner wheels, side carry handle, and expands 2 inches. It’s dimensions are 26in x 19.5in x 10.5in and weighs 14 lbs.

Description: The Logan rolling travel bag is made of 100% smooth calf leather. It features a padded 14” laptop pocket, a file divider, interior zip pockets, interior open pockets, exterior zip pocket, four double spinner wheels, a telescoping handle, and a top carry handle. It’s dimensions are 15in x 14in x 8in and weighs 8 lbs.

Description: The Jake duffel bag is made of 100% smooth calf leather. It features an interior zip pocket, an interior open pocket, an exterior slip pocket, leather carry handles, and a removable/adjustable shoulder strap. It’s dimensions are 12in x 18in x 8in and weighs 3 lbs.

Description: The Max dopp kit is made of 100% smooth calf leather. It features an interior zip pocket, an interior open pocket, elastic loops, antibacterial lining, double zip closure, and a hanger strap. It’s dimensions are 6.5in x 9.5in x 3in and weighs 1 lb.

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Wo m e n ’ s A s s o rt m e n t P l a n 30

Product

Percent

Units

Black

Chelsea Suitcase

40%

400,000

160,000

Maddie Rolling Duffel

25%

250,000

100,000

Haley Duffel Bag

25%

250,000

100,000

Molly Cosmetic Bag

10%

100,000

40,000

1,000,000

40%


Midnight 40,000

Berry 100,000

Saddle 100,000

25,000

62,500

62,500

25,000

62,500

62,500

10,000

25,000

25,000

10%

25%

25%

Women’s assortment plan analysis The total amount of product for the women’s collection across all participating Macy’s and Selfridges locations will be 1,000,000 units. For this first collection, the units will be divided evenly to all eight stores as a test run. Then going forward, the total amount of units will be divided based on the sales performance at each of the stores.

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men’s A s s o rt m e n t P l a n 32

Product

Percent

Units

Black

Porter Suitcase

40%

340,000

136,000

Logan Rolling Travel Bag

30%

255,000

102,000

Jake Duffel Bag

20%

170,000

68,000

Max Dopp Kit

10%

85,000

34,000

850,000

40%


Midnight 34,000

Mahogany 85,000

Saddle 85,000

25,500

63,750

63,750

17,000

42,500

42,500

8,500

21,250

21,250

10%

25%

25%

men’s assortment plan analysis The total amount of product for the men’s collection across all participating Macy’s and Selfridges locations will be 850,000 units. For this first collection, the units will be divided evenly to all eight stores as a test run. Then going forward, the total amount of units will be divided based on the sales performance at each of the stores.

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Marketing Strategy

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Macy’s - United States In the United States, the Spring 2017 Coach X Globe - Trotter luggage collection will be available in select Macy’s department stores around the country beginning in March 2017. The luggage collection will be featured as a shop-in-a-shop within the department store, highlighting this unique collaboration between these two distinct brands. The cities that will feature the luggage collection will include New York City, Cincinnati, San Francisco, and Atlanta.

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Selfridges - England In England, the Spring 2017 Coach X Globe - Trotter luggage collection will be available in select Selfridges department stores around the country beginning in March 2017. The luggage collection will be featured as a shop-in-a-shop within the department store, highlighting this unique collaboration between these two distinct brands. The cities that will feature the luggage collection will include London, Birmingham, Manchester Exchange Square, and Manchester Traffords.

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Promotion

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Promotional Plan Analysis The pre-launch mail teaser will be sent to all of Coach and Globe - Trotter’s customers whom are in their client tracks. This is done to promote and explain the new Spring 2017 luggage collection. This will be sent out in February 2017, a month before the collection will be available in stores. For two months, Coach and Globe - Trotter will intermittently post images and promotional material via social media to help promote the collection. Millennials believe that relatable and interesting bloggers are more important than celebrities therefore Coach and Globe - Trotter will be partnering with fashion and beauty bloggers with large followings and an interest in travel to promote the collection on their blogs and social media channels. Throughout the months of spring 2017, print ads will run in select fashion and travel magazine publications, such as Vogue and Travel + Leisure, to promote the collection. Then three months after the collection has launched, push notifications sent from the Coach app will be sent to all users to promote the next collection and create awareness.

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Sarah Ashcroft ‘That Pommie Girl’ UK Fashion Blogger

Danielle Bernstein ‘We Wore What’ US Fashion Blogger

Whitney Scherillo ‘whitneybearr’ LA based stylist & social media guru


Promotional Activity Map Monthly Activities

Tasks February

March

April

May

June

Pre-Launch Mail Teaser

Social Media Blogger Collaboration

Print Ads in Magazines Push Notifications for Next Collection

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Conclusion

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Conclusion This collection was designed to fulfill an opportunity within the Coach’s product categories. The luggage collection will be accomplished through the collaboration between Coach and Globe - Trotter. Both of these companies have rich heritages and are known for their unique aesthetics and craftsmanship making them the perfect team. This collaboration will not only expand both Coach and Globe - Trotter’s market, but also address the need in the luggage market to have durable yet fashionable luggage designed with the millennial in mind. As Coach continues to grow and expand into the modern luxury market, I find that this luggage collection will be an appropriate and necessary next step for the company.

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Work Cited “Growth Rate of the Luggage Market Worldwide.” Statista. Web. 26 May 2016. <http://www.statis ta.com/statistics/252842/growth-rate-of-the-luggage-market-worldwide-by-region/>. “Luggage Market Worldwide.” Www.statista.com. Web. 26 May 2016. Machado, Amanda. “How Millennials Are Changing Travel.” The Atlantic. Atlantic Media Company, 18 June 2014. Web. 26 May 2016. Mohn, Tanya. “Travel Boom: Young Tourists Spent $217 Billion Last Year, More Growth Than Any Other Group.” Forbes. Forbes Magazine, 7 Oct. 2013. Web. 26 May 2016. “Psychographic.” Hersheycompany. 08 Jan. 2012. Web. 26 May 2016. <https://hersheycompany. wordpress.com/2012/01/08/psychographic/>. “The Young Professional Workforce.” DPEAFLCIO. Web. 26 May 2016. <http://dpeaflcio.org/pro grams-publications/issue-fact-sheets/the-young-professional-workforce/>. www.coach.com www.globe-trotter.com/eng/ www1.macys.com/ www.selfridges.com/GB/en/

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Jennifer campbell FASM 430-02 Professional Portfolio Practices Spring 2016


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