Coach and Polo Ralph Lauren (2006)

Résumé du document

Coach began more than half a century ago as a family-run workshop in a Manhattan loft. Six artisans handcrafted a collection of high-quality leather goods. The founder of Coach was first inspired by a baseball glove. After refining it, making it softer and stronger, he created Coach's first handbag. Since then, innovations in leather finishes, new grains and colors, and modern materials continue to fascinate us. But this glove-tanned leather remains a Coach tradition. Throughout the years, Coach has maintained the highest standards of workmanship and materials. Now, greatly expanded, Coach's exceptional workforce is committed to carefully upholding the principles of quality and integrity which made the company great. Today, Coach is considered a classic part of the landscape of American design. Accelerating growth internationally through store opening in new/existing markets and expansion and relocation of the most productive stores. While Coach continues to be one of the best recognized accessories brands in the United States, its long-term strategic plan is to increase international distribution and target international consumers, with an emphasis on the Japanese consumer.

Extraits

[...] Equities Leading position in “accessible luxury” Relevant innovation Exceptional value Loyal consumer base Business Philosophy Brand Defining classic American style Proposition: Accessible luxury Product Balanced Design Multi-product platform Tiered merchandising Relevant innovation Distribution: Multi-channel, international distribution. Customer Service Corporate Culture: Innovation, continuous improvement Distribution Business Model Excellence Formula SWOT Competitions Competitions (Cont'd) The Combination Will The Excellence Continue ? The reasons to coach's CEO satisfaction : The company is more efficient then her competitors (coach have margin of 34%. Hermes 27% and Burberry 20%). The company is already in her final steps to operate in China and other emerging markets. The rapidly increase in the U.S. [...]

[...] Opportunities and Challenges Emerging markets- new market development Online shopping- potential cannibalization Economic fluctuations Shifts in fashion Strong competitions from varied levels of brands Counterfeiting Dependence on senior management Balance between brand image and distribution level SWOT- Distribution & Strategies Back Up Retail Segment Polo Ralph Lauren Retail business includes three major groups and 2 small segments: Ralph Lauren: 58 stores Club Monaco: 69 stores Factory Outlet Stores Polo: 124 stores Polo Jeans Co.: 19 stores Club Monaco: 5 stores Rugby: 3 stores Ralph Lauren Media or Polo.com Bibliography www.coach.com http://www.henriettashandbags.com/coach_handbag_history.html http://www.bagsforme.com/coach.php http://www.coach.com/corporate/ www.polo.com http://en.wikipedia.org/wiki/Ralph_Lauren The Time May Profile Custom Design 2_Profile 1_Profile 3_Profile 4_Profile International Luxury Distribution Agenda Coach Polo Ralph Lauren Comparison of Coach and Polo Ralph Lauren An American Story The COACH Brand Essence Quality, authenticity, value and a truly aspirational, distinctive American style. Heritage Original American attitude and classic design. Fine leather material and custom fabrics. Highest standards for workmanship. [...]

[...] average income and the standard of living. The company signed an agreement with for opening 30 new stores in 2 years. is the largest owner of high quality retail real estate in malls. The company enjoyed a very strong financial structure and had very strong balance sheet. The up coming problems : Keeping the balance between the high end brand and the mass distribution. Keeping the High quality of the products Geographical SWOT Geographical SWOT (cont'd) POLO RALPH LAUREN Brand Superior quality design Craftsmanship Longevity & Timelessness Leading lifestyle luxury for men, women, children and home all around the world Major milestones of POLO Group development Brand Extension Vertical extension Horizontal extension Brand Vertical Extension Men's & Women's & Children's clothes & Accessories Brand Horizontal Extension Geographic location Polo Ralph Lauren Distribution Strategy Distribution Strategy Retail over 275 retail stores contribute over 40% of sales Wholesale half of total revenue Licensing more than 100 licensees contribute around 10% Distribution Strategy Manufacturing No in-house manufacturing facilities 350 contract manufacturers worldwide Distribution Business Model Retail Strategy Store Expansion A number of flagship stores in prime city locations to enhance brand image Support wholesale distribution Real estate and store build-out skill Gaining greater control over its brands and retail channels Bought out its licensees, such as childrenswear, part of its Japanese market and all of the Lauren line. [...]

[...] Leveraging licensee partners. Comparison of Business Strategy Brand strategy Coach: Single brand. Polo: Multi brands. More vertical extension than Coach. Brand positioning Coach: Modern, fashionable. More accessible and affordable. Polo: Classic, elegant. [...]

[...] International Luxury Distribution Agenda Coach Polo Ralph Lauren Comparison of Coach and Polo Ralph Lauren An American Story The COACH Brand Essence Quality, authenticity, value and a truly aspirational, distinctive American style. Heritage Original American attitude and classic design. Fine leather material and custom fabrics. Highest standards for workmanship. Proprietary hardware. Equities Leading position in “accessible luxury” Relevant innovation Exceptional value Loyal consumer base Business Philosophy Brand Defining classic American style Proposition: Accessible luxury Product Balanced Design Multi-product platform Tiered merchandising Relevant innovation Distribution: Multi-channel, international distribution. Customer Service Corporate Culture: Innovation, continuous improvement Distribution Business Model Excellence Formula SWOT Competitions Competitions (Cont'd) The Combination Will The Excellence Continue ? [...]