Coach Initiatives Intoduction

PART II

Part II | Carol D’Souza | Coco Sin | Macy Jarvis | Tanvi Jain

FRONT ENTRANCE

Clean store front with black accents rich wood fixtures, leather accents mens section in transformed NYC Flagship is doubled and even has its own entrance on 16th street

WINDOWS

Displays were basic in comparison to other luxury brands and showcased the latest campaign posters ; because they are known as the whole in the market for luxury yet affordable handbags they don’t have as much spending for luxury window displays

IN-STORE

End cut wood flooring used in the original Coach factory and a chandelier that mimics the light on a traditional coach wagon - a nod to company history Bag - Dinosaur installation in New York Flagship

CUSTOMER CENTRIC SCORECARD: BRICKS & MORTAR POINT OF PURCHASE

Very neat, organized, and tidy. Have extra small products to add onto purchase (small wallets, chains, leather cleaners)

GENERAL PROMOTIONAL

They don’t have in store promotions usually. Collaborations are promoted if applicable and customized items

PRIMARY SELLING

Bigger bags that have a higher cost, mostly have some mannequin and featured product THEME - minimalistic space with wood detailing PRODUCT - main room is full of bags, small leather goods, drawers

IN STORE SALE

SECONDARY SELLING

They do have a really small sale area, most of the store contains the full priced items. No in store sales usually, except during holidays and summer

Accessories and the smaller bags, backpacks and items they would sell to their secondary target market like millennials and men THEME: Darker lighting than rest of the store, PRODUCTS: accessories (Wristlets), bags, shoes, perfume, apparel

CART CHECKOUT &

VOICE

CHECKOUT PROCESS

Simple, Clear, Easy to Navigate Multiple shipping options Option to pay with PayPal

HOME PAGE

Clear with aesthetic layout of the photos (arrow on top of the campaign photos, will show the information of the products)

CUSTOMER ENGAGEMENT

Doing moderately good, less connection, listed social media at the bottom. However, doesn’t emphasize it or promote it at all Product Customization and Personalization

BANNER

clean, easy navigation, follows along while scrolling

very traditional voice, non millennial, simple and straight forward, include small details of movement(animated gifs) to try to engage customers

CUSTOMER CENTRIC SCORECARD: ONLINE

GENERAL PROMOTION

special suggestion & discount of some products for customers.

Email discount coupons for members EASE OF NAVIGATION

Clean, easy navigation, menu bar that scrolls down as navigated, divided in product categories and then sub categories of silhouettes and styles.

SPECIALS OFFERS

free shipping and returns Special offers for festivals

SOCIAL MEDIA SCORECARD INSTAGRAM

Number of followers - 2.6

M, following 270

Target customer -

Younger gen compared to other social media - millennials, loyal customers

Aesthetic -

clean, modern, colour coordinated, groups of three posts together

Images - product shots, campaign photos, event photos every now and then

Ease of navigation - clean, easy to navigate, link to website in bio

Customer engagement - In 2013, it had a pinterest competition to the customer submit aphotos, short gifs/videos, link to website (current promotional page), tagged brand ambassadors, two Coach related hashtags in every caption

Promotion - No Direct advertising but post timely updates on products, events and campaigns.

Special offers - Link to online promotions [Currently Mothers Day]

FACEBOOK

Number of followers - 7.2 M likes, 6.9 M followers

Target customer -

mass market, loyal customers

Aesthetic - clean, modern, similar colour blocks, same posts from instagram shared to fb

Images - short gifs/videos, product shots, campaign photos,

event photos every now and then (same photos as instagram)

Ease of navigation - s clean, easy to navigate, each post links to corresponding e-commerce page

Customer engagement - short gifs/videos, call to action -

“shop now” button, link to e-commerce in About, each post has a link to corresponding product page. Respond to complaints well, answers product queries as well, apologises before referring the users to customer services

Promotions - subtle tone rather than putting people off with

an overt sales pitch (e.g. When your spontaneous day trip turns into a week long––get a bag that can hold all your gear: on.coach. com/AcademyBackpack)

Special offers - none

PINTEREST

Number of followers 77K

Target customer

- young generation who love to use pinterest

Aesthetic - pretty clean and has more

attractive product photos than the official website)

Images - 16 boards include a range

of products( footwear, men’s, gifts, collaborations, handbags and clothings); fashion shows; special hashtag and lifestyle content

Ease of navigation - easy to find out the photos that you want from each category.

Link to coach website in Bio

Customer engagement - There is no

customer engagement since a Facebook competition in 2013

Promotions none Special offers - none

GAPS AND PROBLEMS IDENTIFIED CUSTOMER NEEDS

INDUSTRY TRENDS

Yearning for interactive experiences

Sustainability

Look for Product and Brand Transparency

Growing market for men’s accessories

Prefer personalized/customized products and experiences

Street Luxe - The mid-segment market/affordable is dying

Want to be part of a community

Customers are moving towards either legacy or indie brands

Want Brand Authenticity

Growing product functionalities

OPPORTUNITIES TO EXPAND TARGET MARKETS:

MILENNIALS

MEN

ECO-CONSCIOUS

STYLE-CONSCIOUS

LOYAL CUSTOMERS

STRATEGIC INITIATIVES OVERVIEW*

#COACHCREATE

Customization Enhanced Experience

#COACHCARES

Sustainability Brand Transparency

#COACHCARRY

Legacy Community Marketing Event

#COACH_ELLLA

New Product Line Launch Event for Niche Market Segments

*Subject To Change

#COACHCREATE

OBJECTIVES

• Iterating current service offering Taking the existing customizaton service one step further Freedom to choose Silhouette, Fabric, Color, Functionalities and embellishments.

Option to pick certain products in store and customize them

• Giving customer freedom to design their own product • Introducing in-store technology • New app launch with the added customization feature • Creating and integrating omni-channel platforms • Increase customer engagement Online and offline

New Coach App that allows customization on all smart devices.

Age: 25

Occupation: Interior Designer

Customization Bar in store - Tablets with app installed

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

#COACHCARES

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Revising the Brand Ethics, increased brand transparency

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Make supply chain information available online

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A Promise to become 100% Sustainable by 2025

A vision to launch a 100% recycled and vegan leather product line by Fall 2019 Let consumers participate by donating old leather goods Get a chance to be featured on our social media as one of the top ten coach conscious customers every month.

•

By donating you become part of the Coach Pet community and get invites for the quarterly pet therapy events in flagship stores.

OBJECTIVES

• Add Authenticity to the brand • Reconnect with customers, assure them that COACH is an ethical brand, and will only get better at it with time.

• Co-Create a sustainable line with the customers • Give customers a reason to donate, different from a discount coupon that encourages them to consume more Age: 36

Key Values: • Vegan in Food and Occupation: Buying chices Philosophy Teacher • Environment & Health Location: Austin, Conscious Texas

STEPHANIE ANDREWS

Hobbies & Interests • Loves Gardening • Fitness and Meditation • Volunteers at a Pet Adoption NGO • Loves going to the beach

#COACHCARRY

OBJECTIVES

• Customer Retention • Social Media & Email Campaign for Coach Customers to show off their coach purchases #MyCoach #YearOfPurchase #CoachCarry • Oldest products and biggest collection win a chance to represent the brand at Coach Legacy Exhibition Event, for which they get a fully sponsored Tour.

• A Coach Wag0n randomly appears in cities and reminds people of Coach’s rich brand history.

• Launch in New York city central park on the day of the exhibition, Gives a free ride and a Coach monogram

• Remind people of Coach’s legacy and experience in the industry • Deepen brand values, introduce Coach journey to connect with old, existing and potential customers • Slightly adjust brand image without re-branding entirely • Create a sense of community • Lead towards more brand transparency Age: 52

Occupation: CEO in a Tech Firm Location: Atlanta

MELENIE

Key Values: • True to her word • Quality over price • Reluctant to try new innovations, sticks to her comfort zone.

Hobbies & Interests • Likes to read • Enjoys Politics • Heavily invested in her kids • Her Fashion keeps her crisp

#COACH_ELLA OBJECTIVES

• Initiative to tap into new markets • Introducing tech New Tech infused Product Line Unisex Bags with inbuilt Phone chargers and speakers Launch with a Limited “Coachella Edition” with street art print to try the market

• Create a niche market segment for Music Lovers • Launch of a new product line • Gives younger generations a reason to connect with the brand • More products for the male customer segment • Photo opp, can indirectly promote on social media.

Product Launch at Coachella 2019 with a #Coach Corner

Age: 28

Occupation: Fashion Journalist

#CoachCorner with a coach art wall - emoji props and spray paint available.

Location: London

JACOB TOLLAN

Key Values: • Values a good design • Appreciated Technology • Believes art is Priceless

Hobbies & Interests • Ex-Engineer turned artist • Calls graffitti Street Art • Music ranges from hip hop to indie • Well read and informed

RATIONALE Coach isn’t active in promotional strategies. We want to achieve marketing but also be budget conscious. A lot of the initiatives include social media aspects that are obviously free. The only one that would be more costly would be the exhibition/carriage. But it is necessary in order to create experiences and connect with the customer. This initiative also helps showcase the history the brand has to offer.

Tech handbags are something that is gonna be marketed towards millennials, both men and women, that attend music festivals. This is justified by the fact that technology is such an aspect in the world we live in. Coach has an opportunity to use this aspect to increase profit and customer loyalty.

The sustainable initiative is something that helps Coach tell their customers that they realize the impact that they have on the Earth we inhibit. Having a recycling project that uses old handbags to create new ones is something that will have the legacy and history that one expects when they come to coach but in a new modern way.