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Coach expands range

Coach has begun to diversify its offerings beyond handbags. It started selling ready-to-wear apparel, and it plans to expand into new product categories and grow its menswear selection, which accounts for about 20 percent of the business.

Its merchandise now includes outerwear, jewelry, watches, scarves, and fragrances. The plan is to expand into home décor and other segments, when the time comes.

Coach has cut down on promotional activity, such as flash sales and discounted merchandise, purposely hurting sales in the hope that it would wean customers off lower-priced fare.

Sales at Coach are starting to recover after a disastrous three-year stretch from 2012 to 2015, when the label shed more than 18 per cent of its annual revenue.

Coach began in 1941 as a leather goods workshop in the US that sold only men’s goods: bags, wallets, flask-holders. It didn't sell women's handbags until 20 years later.

The shoulder bags with interchangeable straps, bucket bags and clutches and the signature brass turn lock are still used on many of the brand's styles today.

In 2001, the brand released a line of bags covered in interlocking Cs, a design that coincided with the very beginning of fashion's logo craze. Coach had its logo bags. The print was applied to premium leather satchels, as well as to its cheap nylon tote bags. In a little over a decade, Coach would grow into one of the world's largest handbag labels.

 

 
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