Coach On The Road Of Fine Tuning

According to the world clothing shoes and hats net,

There are several classic "C" logo canvas bags in the latest package.

For these Coach packages, which have been devoted to the pformation of "modern luxury", these packages remind people of Coach frequently appearing on the discount counters.

However, if you look carefully, the Logo on the package is somewhat different, with a lighter color and added strokes.

This is just a small attempt. Coach creative director Stuart Vevers and CEO Josh Schulman are reforming.

The Logo includes new color matching schemes and printing on new fabrics.

Coach's parent company Tapestry Inc.'s CEO Victor Luis also spent a lot of time promoting the "revival Logo" plan at a conference call with group investors.

Luis feels revival Logo is in the right time, because

Logo fever is back.

In the hands of Alessandro Michele, the Gucci of the "logo" printing bag was re released from the "upstart" image Gucci, and the classic Logo print handbag sold by Louis Vuitton was also good. Now the red BALENCIGA and CALVIN KLEIN have fine tuned the Logo.

Nowadays, in the market of bags and accessories, luxury Logo has become the main driving force for sales growth.

Unlike the "Logo craze" of more than a decade ago, this is a different consumer concept.

At that time, it was more of a conspicuous consumption. Luxury Logo was a symbol of wealth and status. After more people could afford to buy luxury bags, big Logo was linked to the image of the upstart. Real rich people began to become popular with Logo packages, and now the trend of luxury Logo revival is also related to fast fashion.

One argument is that in the era when fast fashion can replicate product design, the attraction of Logo can not be duplicated.

Besides, the purchase of luxury goods represents an environmentally rational consumption concept, emphasizing quality rather than quantity.

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In addition, Schulman also found that demand for Logo in discount stores and department stores is still high.

"The most valuable luxury brand in the industry is logo trend.

What surprised us this summer is that the demand for Logo products in discount channels exceeds our expectations, "Schulman said." in addition, there are also some high-end department stores such as Le Bon March and Saks Fifth Avenue.

However, investors and analysts are not very optimistic about the decision to bring back the logo printing on the package. It is necessary to know that at that time, Coach shut down 70 stores in North America at a time, broke some department stores channels, and cleaned up its stock, so as to get rid of the image of "aunt buying a bag".

"One thing needs to be clear: when you are the brand of Gucci or Louis Vuitton, you will bring back Logo from time to time, because you decide the trend of every season and decide when and what should be re popular," said Jessica Ramirez, a retail analyst at Jane Hali and Associates. "For brands like Coach, the fear of letting people is scared is because the problem is when the brand is declining."

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