In January 7, 2015 COACH spent up to 574 million US dollars with the acquisition of US high-end women’s shoes retailer Jones Group’s Stuart Weitzman high-end footwear brand
The creation of the brand
Coach was founded in 1941 in a loft in Manhattan, New York, as a family-run workshop where six leather craftsmen crafted a range of leather products from generation to generation.
By chance, Miles and Lilian Cahn, co-founders of Coach, discovered the softness of traditional American baseball gloves, inspired by the softness of base leather gloves, with their soft but tough leather, they wanted to create something with sophisticated production technology, showing a charming natural skin lines, and not requiring complicated maintenance techniques, but also maintain its original appearance. The first Coach bag was born, because of its origin in sports, the couple founded Coach handbag brand.
In the 1890s, mainstream brands from Europe, such as LV and Gucci, all entered the US market. These luxury brands were fashionable and bright colors, and the new models were introduced in the quarter. Coach’s performance stagnated as time changed and competition intensified. Not long before, survival crisis prompted Coach to change.
Lew Frankfort, the chairman and CEO of the company in 1995, decided to change the quality and functionality of the Coach products only to become the only competitive, he proposed to improve the product in line with “emotional needs.”
In 1996, designer Reed Krakoff joined Coach as executive creative director of product design and visualization, leading Coach to complete a series of eye-catching product innovations: to transform the Coach store design style And display rules, the store’s main colors changed to white, with a larger, brighter display space. Through the window you can also see that Coach introduced new products; in order to meet the new goods every month shelves, all the world’s Coach stores will be unified to adjust the display of the product, with the new style of handbags matching accessories, such as scarves, purses, and even store music also need to be replaced simultaneously. Slowly, in a variety of innovative measures under the combined effect of Coach’s sales began to pick up and quickly regained market share.
Listing and Double C Logo
In 2000, the rejuvenated Coach was listed on the NYSE, and launched more fashion accessories products, including shoes, belts, sunglasses, etc., which means that Coach from a leather bag manufacturing company for the transformation of fashion brands.
In 2001, Coach’s design team launched the brand’s first letter C as the logo of the double-C printing, and the use of bright colors, this is known as the Coach logo handbags Signature series. With this, Coach became a popular brand with sales accounting for 60% of its total turnover.