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