Coach Inc. is one of the best known leather brands in the United States. It is a specialized retailer whose major role is the design, manufacture and marketing of quality leather products and accessories. These products include prestigious handbags, wallets, and briefcases, shoes for men, wristlets, and women jewelry. These products are a great symbol of fashion and style. Coach Incorporation always maintains the highest standards in both the materials and workmanship, making it a home of quality.
The company produces goods that are afforded by almost every economic class, both internally and abroad. Even the shoppers in the middle class can afford the products for as low as $400 and below. The introduction of poppy handbags with lower prices greatly targeted the low income earners thereby boosting the target market. Currently, the target market cuts across all financial classes. The customer range is more than 60,000 each year. The global market forms another bit of the company’s target market. The extensive global programme aimed at marketing this company, has led to a big boost in the sales globally.
Numerous stores have been opened up within and outside the United States so as to attract and capture the external market. The main reason for this expansion is to increase the number of products possessing the Coach’s name, and also to expand the service delivery to customers. A good percentage of Coach’s time has been spent in market research and the main objective of this is to identify and critically analyze the main demands of the customers. The company has also injected a lot of resources in international market research, which in return, has greatly improved the sales.
In the race to capture the customers and become the market heroes, Coach Incorporation has met stiff competition from such companies as Wilsons the leather Experts, Kate Spade, Dooney and Bourke, Kenneth Cole, Gucci, Prada, Hermes, Jones Apparel, Liz Claiborne and Polo Ralph. These companies are either privately owned or are part of the European conglomerates that manufacture luxury brands of leather.
With all these efforts and the greatest strategies, Coach Inc. must certainly succeed. It is true beyond any doubt that Coach is a market hero in leather industry.
