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Coach Case Study 1

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Running Head: OVEREXPOSURE LUXURY BRAND: COACH INC CASE STUDY
1
Overexposure Luxury Brand: Coach Inc. Case Study
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OVEREXPOSURE LUXURY BRAND: COACH INC CASE
STUDY
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Introduction- Case Recap and Competition
Case Recap
Founded in 1941, Coach Inc. is a luxury brand based in the United States (based in New
York City) well-known for its assortment of women’s and men’s handbags. Throughout the mid-
2000s and the early 2010s, the company implemented an expansion strategy that made their
products available in many secondary locations- retail stores, department stores, etc., that

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Running Head: OVEREXPOSURE LUXURY BRAND: COACH INC CASE STUDY Overexposure Luxury Brand: Coach Inc. Case Study Your Name Class Date 1 OVEREXPOSURE LUXURY BRAND: COACH INC CASE STUDY 2 Introduction- Case Recap and Competition Case Recap Founded in 1941, Coach Inc. is a luxury brand based in the United States (based in New York City) well-known for its assortment of women’s and men’s handbags. Throughout the mid2000s and the early 2010s, the company implemented an expansion strategy that made their products available in many secondary locations- retail stores, department stores, etc., that OVEREXPOSURE LUXURY BRAND: COACH INC CASE STUDY 3 increased the brand’s availability in these regions. However, the company decided to rescind this initiative and reduce this form of distribution gradually. The company also opted to renovate its retail outlets, made some changes in its products (made the logo less visible), and entered into a brand partnership with famed singer Selina Gomez. Competition Coach Inc. faces many competitors in the luxury bag field. Its competitors include brands like Prada, Cole Haan, and Louis Vuitton. However, most of its competitors target a high-income demographic. Coach Inc.’s market emphasis on affordable luxury means its biggest competitors include brands like Michael Kors. Both brands target the middle-class demographic that does not necessarily have too much to spend but desire some form of luxury goods (Goetz, 2015). The company has ex ...
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