Coach進入蛻變期 朝生活時尚品牌邁進
Coach’s transformation Heads to Luxurious Living


2013年,Coach即將進入新的篇章。在兩個最大競爭對手Michael Kors、Tory Burch的鯨吞蠶食下,決定朝生活時尚品牌發展,先著重在鞋履,再接續推出男女裝、香氛、手錶、飾品配件等項目。Coach財務執行長 Jane Nielsen在接受< bloomberg>採訪時表示:「這些(男女裝、手錶等)都不是Coach新推出的項目,我們在鞋履、手錶、香水的發展已有多年歷史,並且充滿活力。我們期望提升這些設計類別能促進總體業務的增長。」同時,也將改變品牌專賣店的室內裝潢陳設,企圖重塑品牌的國際形象,以確保競爭力。此外,品牌還宣布國際部門總裁Victor Luis將接替Lew Frankfort的職位,在明年1月正式成為Coach品牌CEO。如此大動作變革,讓人不禁期待著Coach往後的發展。««

Victor Luis將在明年1月,接替Lew Frankfort的Coach品牌CEO一職。

Victor Luis將在明年1月,接替Lew Frankfort的Coach品牌CEO一職。

 


Coach歷年事件簿
1941
年由6位制革師在曼哈頓組成皮革工坊,當時名為Gail Leather Products
1950
Miles Cahn夫妻檔加入。
1961
年併購此皮革工坊,並以皮革棒球手套為靈感,設計出堅韌、柔軟,染色效果也更加優良的皮夾設計。
1970
年代中期改名現今為人熟知的Coach Products, Inc
1985
年被Sara Lee集團收購。
1996
年找來Reed Krakoff出任品牌創意總監與資深副總裁。
2001
年在品牌60周年之際,推出「Signature」系列。
2002
年在日本開設首家品牌旗艦店。
2006
年在台灣與韓國開設首家品牌旗艦店,2008年前進香港,2011年再前進中國,逐漸完整品牌在亞洲的版圖。
2013
年宣布Coach將朝生活時尚品牌邁進,同時宣布Victor Luis將在明年1月,接替Lew FrankfortCoach品牌CEO一職。


»» While Coach was planning to transform the brand and extend its living line, co-founder Lillian Cahn was died on March 4 this year, which covered a shadow on the way of the brand’s extension.

Coach first established in New York in 1941 with name of Gail Leather Products. As time passed, the company gradually developed its scale to the Coach Products, Inc. with the help from Miles Cahn’s outstanding leather producing skills and Lillian Cahn’s idea of whole leather-made bags.

After the couple, the first designer was Bonnie Cashin in 1962, which developed more lines, such as shoes and eyewear, and made it became the most popular brand in fashion industry. In 1979, when current Coach’s CEO Lew Frankfort opened the first flagship store on Madison Avenue and named the brand “an affordable luxury.”

The join of designer Reed Krakoff in 1996 was described as “Coach’s Tom Ford,” who presented his talent on the creation of new line “Signature” and various bags collection with its logos. Not only the design but also the marketing strategy made the brand established its status in fashion industry. The New Stores in Japan, Hong Kong and Taiwan in Asian and the relocation of factories in China and Indonesia brought more income and reduce the cost for the company.

In 2013, while the brand was threaten by the development of Michael Kors and Tory Burch, Coach planned to extend its line to garment, perfume, watches and accessories. The new CEO Victor Luis would also pour new energy into the brand.««

 

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