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Coach's rivals reacted to its brand transformation by dubbing it as 'McDonald's luxury'. This was due to Coach's shift in focus from being an aspirational luxury handbag and accessory producer to an affordable and accessible luxury brand. This shift confused consumers and led to a drop in sales, which was seen as a negative move by its competitors.
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Your brand image can make or break what you do. Whether you want to overhaul an existing brand image find your brand voice for the first time, this pr...
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Another major reinvention came from the American luxury brand Coach. Around 2014, Coach began to see sales plummet for four quarters in a row. This was because Coach pivoted away from an aspirational luxury handbag and accessory producer into a "lifestyle brand" that confused consumers with too many offerings at its full-service stores. In fact, it was estimated by analysts that 60% of its earnings came from outlet stores. Because the company developed a reputation of always being on sale, its focus on being an affordable and accessible luxury brand led its rivals to dub it "McDonald's luxury."
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