coach inc. communication crisis & recommendation

Team : Mariana, Marwa, Milan, Nicole and Tatyana

Methodology

•  Desk Research •  Focus Group •  National Survey

Heritage

Brand Current State

Brand’s Perspective

'Overplayed,  very  common  nowadays  'Been  there,  done  that.  It  is  nice,  but  nothing  special  anymore  'It  can  be  bought  at  an  outlet  or  NEX  stores.  'It  feels  like  I  am  stepping  back  in  time.    'Mass  market  'It  feels  like  a  has-­‐been  brand  that  isn't    hot    anymore  'Outdated  and  not  able  to  compete  with  the  rest  of  the  luxury  brands.    Old  reliable      

Survey, N=500, Question: “Imagine yourself walking into a Coach store. In your words, please describe what it feels like to you.”

What’s happening ?

Competitors

55 % high quality 50 % modern 47 % trendy

Survey, N=500, Question: “Michael Kors - For each of the brands below, please indicate which brands, if any, each statement describes. You can select none, one, some, or all of the stores for each statement”

Different Perspectives

Coach is Old Fashion

Survey, N=500, Question: “For each of the brands below, please indicate which brands, if any, each statement describes. You can select none, one, some, or all of the stores for each”

People that associate more with Coach are more likely to think that getting a bag from an outlet is a good deal

44

33

0

10

20

30

40

50 Percentage of people that agree that buying a bag from an outlet store is a good deal.

Associate more with Coach Associate more with another brand

Survey, N=500, Question: “I don’t mind buying a bag from an outlet if I feel like I am getting a good deal - Please indicate how much you agree or disagree with each of the following statements.”

21

40

0

10

20

30

40

50

Percentage of People that think that it is important for others to view their handbag as stylish

Associate more with Coach Associate more with other brands

Takeaway: People that associate more with Coach, tend not to care as much about what others think of their handbag choice.

Survey, N=500, Question: “It is important to me that others view my handbag as stylish - Please indicate how much you agree or disagree with each of the following statements.”

Mass Production

Current Customers

29 % Rural 16 % Urban Survey, N=500, Question: “If you were going out for the evening, which of these “people” would you most want to hang out with? “

Women of 55+

Shopping Behavior

Our Target

Coach & Millennials

What they don’t like about coach

15%

20%

23%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

18-34 35-54 55+

Age

Desire to hang out with Coach

Survey, N=500, Question: “If you were going out for the evening, which of these “people” would you most want to hang out with?

43%

36%

21%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

18-34 35-54 55+

Age

More Social Media Accounts

Survey, N=500, Question: “Which of the following describes your age?”

56%

24%

36% 36%

64%

33%

52%

43%

0%

10%

20%

30%

40%

50%

60%

70%

… affordable ...no longer luxury … too common ... trendy

Coach is...

Average (all ages)

18-34

Survey, N=500, Question: “Coach - For each of the brands below, please indicate which brands, if any, each statement describes. You can select none, one, some, or all of the stores for each”

Coach Strengths Coach Remains Strong

Walking into a Coach store is “amazing, like going home, classy, stylish, feminine, bright, fun, inviting,

clean, a playground, like heaven, fresh, welcoming, and timeless.”

-­‐  18-24 age group

Coach Store Experience

Survey, N=500, Question: “Imagine yourself walking into a Coach store. In your own words, please describe what it feels like to you.”

Millennials and NY Style

Survey, N=500, Question: “Imagine you and a friend are at a party and someone describes the hostess as having a real “New York style”. Your friend doesn’t know what that means. How would you describe to her what having a “New York style” means?“

Coach, born and reborn in New York

Old New York, new New York, it’s still New York

Coach, Born & Reborn in New York

Our NY Frame work

Our Reasoning

Communication Strategy

“Old  New  York,  New  New  York,  Its  still  New  York”                                                                                                                                                                                                                                                                                                                                                                                        -­‐  Sex  and    the  city    

Meet Blake!

Launch Event

#BornAndRebornInNYC