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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Isabel Harvey
Julia Ingham
Nia Jones
Georgia Lloyd
Annabelle Pearson
Phoebe Riley
Libby Thorne

Keywords

  • EXPAND
  • ELEVATE
  • ENVIRONMENT

Summary

Over the last decade, Coach’s revenue has fluctuated, gaining a cheapened reputation as an ‘accessible luxury’ brand due to a plethora of issues. Five market penetrative recommendations informed by internal and external findings contribute to an incremental change that aids the brand's future. Coach previously attempted to pivot into niche trends, targeting Gen-Z. However, this narrow demographic focus has neglected other consumers, directly contradicting their mission to be a holistic lifestyle brand. This poses the question: are Coach having an identity crisis?