The future of luxury goods, is or will become closer to a more snobbish? Is to take care of more services to consumers or only very few high-end consumers? Which is placed in front of all brands in the choice of a must do. As you can, like Hermes, a crocodile skin Birkin bags, selling tens of thousands of dollars on, but also requires buyers queue for years; also be the same as the COACH, the price of 3,000 U.S. dollars, so that ordinary office workers are “close at hand and . ”
“We lock the wider consumer group. In America, we lock in the top 20% of family income of families, other European brands may be locked only 3% of the highest income earners.” Lew Frankfort, chairman of the choice made so explain COACH.
Boston Consulting Group have had several years ago a famous investigation, which concluded that: the original in the middle of a huge market is the gradual collapse of the consumer was increasingly polarized. For those not very well-off consumers, “consumption upgrade” and “consumer downgrade” the trend more apparent. For some of them very much, that makes sense of the category, consumers may patronize a number of specialized shops, at the high prices that they believe is worth having, reflecting the identity of the brand; the contrary, for those who they think does not matter the category, consumers supermarket chain may buy cheap goods.
According to the Boston company’s forecast, Europe and America “consumer upgrade market” (Trading-up Market) is close to 400 billion U.S. dollars, and this market is 10% to 15% annual growth rate; By 2010, global “consumer upgrade market,” should reach 1 trillion U.S. dollars. COACH aim is that “consumption upgrade” who – in the brand to become more rational consumption and personalized, would rather live frugally in some aspects of life, but also spend most of their income that is worth the “new luxury goods “on. These people are not those who own private jets to play yacht, but there is work, family and bustle for a living, from time to time with the “consumption upgrade” Treat yourself to the ordinary people.
COACH very clear, to win these consumers, the competition in the future, in addition to the original continue to use those marketing, the new media is more war. To celebrate the opening of flagship store in Shanghai, COACH organized a 60 star American design personalized canvas bag, and then in online auctions, all are intended to enable consumers to the network experience. In addition to traditional web promotion, web discount sales, online design games, COACH has also launched a free iPhone plug-in – (COACH Gift Finder iPhone App). Enter the object of gifts, budget, favorite color, etc., can get a COACH gift for you to find the list, then click on each photo will have to provide the latest GPS store and so on. In the most popular Facebook, Twitter on, COACH has a number of fans were up to 73 million and 26 million, while the LV and GUCCI major competitors can not find even the official figure. Fashion bloggers civilians continue to recommend cost-effective high COACH single product, also found a variety of interactive COACH fans paradise. Through these methods, COACH Outlet has to those who are computer controlled, mobile phones firmly seize control of women.
If you can along the way running all the way down, COACH “close at hand and the luxury” concept may not be contradictory, and those snobbish European goods, may really not come to play. As China is now the most fierce fire fashion street shoot Korean idol in the fire in the collar illustrated, said in passing that one – “recommend this COACH serpentine CLUTCH, highly cost-effective, inexpensive and wild”, and must have much to eat less Roy, wanted to “consumer promotion” netizens rush ah!
Gradually than those who have been making fun of its competitor.
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