TAKE THIS WITH U/DID U SAY SHOPPING?

There is a very good chance that this will be my last blog entry for Coaching- Conversation. In just a span of 9 weeks- I have learned about the importance of the "Conversation". I know it sounds very serious and frightening; but it shouldn't be. If they desire to be successful-having longevity in their business- then I would encourage all brands to start the conversation today. Gone are the days where marketers tell consumers/customers what they like and what they want. Consumers no longer except being talked at, but rather talked with. There is an "I" generation, and they know exactly what they want and how they want it.

The old tricks of the trade when it comes to marketing, has proven to be very effective however; these old dogs still have to learn some new tricks. Social Media is just what it says "Social"- meaning socializing, listening and talking with others, asking questions, and providing answers. Consumers want a say in what works for them, and if you give them that continuous dialogue, they will embrace your brand and make it apart of their lives.

What happens when you give a MAN that loves to shop- a $1000 (dollars)spending limit- and point him in the direction of the nearest COACH store or website? Well first you should really get out of his way and let him do his thang! Here are MY picks from COACH: Graffiti est. 1941 Tote $348, Op Art Enamel Business Card Case $58, Keith Sneaker $118, Mens's Op Art Leather travel Kit $148, Op Art Embossed Leather Passport Holder $88, Coach Heritage Stripe Coin Wallet $148, Trigger Nap Keyring $28, and Op Art Coated Canvas Keycase $58.

WHO U CALLING AN OLD BAG!

COACH continues to have a little fun by way of social media and some help from the personalities that contribute to it. In an effort to connect with younger consumers, no doubt, COACH collaborated with 4 popular bloggers to help create 4 new limited additions to their COACH Collectables. The additions reflect the personalities and personal styles of bloggers Krystal Simpson of www.whatisrealityanyway.com, Karla Deras of www.karlascloset.com, Emily Schuman of www.cupcakesandcashmere.com, and Kelly Framel of www.the glamourai.com. they are available for viewing and purchase on COACH.com.

Summer is approaching quickly, and each year there are those "Summer Essentials" that are needed in everyones summer wardrobe.
COACH has decided to make it easy for you by preparing a visual list of the "COACH MUST HAVES" for summer 2010. Some of the items include: The COACH Kimi hell retailing for $198, The COACH Boyfriend strap watch for $248, and the Kit Sunglasses for $158. Again, visit the official COACH website for a complete listing.

Fashion Cares: COACH along with actor Jerry O'Connell have teamed up to raise money for the (RIF) Reading Is Fundamental organization. O'Connel has selected certain items that he is fond of, and listed them under "Jerry's Pick" on the COACH website. When COACH cutomers purchase 1 of the 3 items listed, a portion of the proceeds go to (RIF). "Jerry's Picks" include: Hamptons Washed Canvas Medium weekend TOTE $298, Hamptons Washed Canvas Large crossbody, and the Transatlantic Large commuter $498.

COACH is listening and reacting! You can teach an old bag new tricks.

SHIRTS OR SKINS?

A little competition has always been healthy; it keeps the blood pumping and the players of the game on their toes. The fashion world is no different from any other game or competitive sport. There are strong players, un-defeated rivals, and a up and coming young player or brand, just wanting to take your title or steal your thunder. The biggest advantage that these new brands have; is that the veterans never see them coming. By the time they notice them, they're already a household name.
Our veteran is this excellent example would be COACH of course. Gone are the days where COACH's competitors where made up of Kate Spade and Cole Haan. Just as in the NBA & NLF, recruitors are going younger, faster, trendy, and fashion forward. A super star like Marc Jacob, has quickly made his mark in the fashion industry and has also won the adoration of young hollywood and their followers. Jacob's brand is young, fresh, clean, and spohisticated. Marc by Marc Jacobs has become the desired lifestyle brand of men and woman everywhere. One may not condider the Jacobs brand to be one of COACH's competitors due to its higher price point however, Jacobs share of the market shows that people are willing to pay more.
Marc Jacobs, such as COACH, offers quality goods that stand the test of time. Fine leathers and sturdy hardware are used to enhance innovation and design. The saught after brand offers everything from handbags, watches, mens and womans apperal, jewlery, and four fregrances; something that COACH has failed to tap in to.
The Jacobs hand bags quickly became a "must have" item in the wardrobes of woman around the world. In the beginning, Jacobs kept his designs to a very colorful classic shapes with the two signature pockets on the front fastened by bold hardware. Today Jacobs ventures out into animal prints, innertwined leathers, and fine skins. The brand has something for everybody.
The Marc Jacobs website is fun,entertaing, and instantly makes you want to buy. They layout is crisp,clear, and easy to navigate through.

Another thing that COACH and Marc Jacob share- both brands are know for having the highest amount of counterfiets created in their likeness.

WHAT NEXT?

COACH is known for having a very clean and classic style when it comes to their handbags, accessories, and apparel. COACH should continue with what has attracted their percentage of the market to them however; it’s important for COACH not to get lost in the mix. I would encourage COACH to introduce a younger and edger line to their brand. It might even help them to seek out new designers with fresh ideas and concepts. It would be wise for the brand to reframe from imitating other existing lines. Although imitation is said to be the best form of flattery, it can be received negatively, and actually turn your target market off. COACH should also consider extending the talents of their new designers into their apparel as well.
Commercials would also be a very valuable tool for COACH to use. When thinking about it, the only time that the COACH brand seems to cross our minds is when we’re in the mall, receive an online promotion for the brand, or happen upon a catalog. Where are the commercials? Where are the visuals of fashion forward individuals living the COACH lifestyle? The PR person at COACH should be making sure that some “A” list celebrity has a COACH bag slung across his or her arm, when they are caught on TMZ, hanging out with their other “A” list Hollywood friends. Bring in the DRAMA! There needs to be ad time purchased on networks such has Bravo, MTV, Style Network, CW, and other major networks. We should also see an ad before and after each segment of our favorite shows when we’re catching them online.
COACH should apply for their passport and take it international. I’m pretty sure that there are people around the world that would love to be properly introduced to the brand. I’m sure that many have met the COACH knockoffs that lack in quality. However, COACH should take a little of the responsibility when it comes to the large amount of revenue that is missed out on do to their lack of presence in the over seas market.
Partnerships wouldn’t hurt either. It’s time to make some new friends COACH.
The brand can partner up with an established designer to create and exclusive limited edition line of bags and accessories. COACH might also consider developing a sub brand that could be sold in stores such as, Ross, Belk’s, Target, Wal-Mart, or even a line to be sold only on QVC.
The Beauty industry is always open to new ideas and products. Nothing is stopping COACH from extending their brand into makeup, skincare, and fragrances. The idea of partnership pops up again in regards to coach even doing makeup bag with one of the leading cosmetic companies.
The sky is the limit when comes to how far COACH wants to take their brand. The question is, “what’s next”?

COACH + NEW MEDIA = TWITTER & FACEBOOK

It seems as thou every conversation begins or either ends with the same two questions, "Are you on FACE BOOK"?, or "Are you on Twitter"? Answering "NO" to these questions can sometimes result in you receiving a suspicious look from the questioner. Social Media is considered a subset of "New Media", and that equals FACE BOOK & Twitter. If a company plans on staying in the know of what consumers want and what they're talking about, they better meet them where they are.

In following suit, COACH has decided to meet the consumers where they are and where the speak freely. That's right! COACH is on FACE BOOK & Twitter. COACH currently has 268,360 followers on Twitter and more than 3,225 fans on FACE BOOK. COACH is just one of the many millions of companies that has finally realized that the old way of doing things just doesn't work any more. The new consumer attitude is, "if you want me, then come and get me", and the companies that want to maintain a position are doing just that.

If you visit the COACH profile on Twitter, you will see hourly status updates that notify consumers(followers)of everything from new products, sales,products in development and additional discounts. Followers leave comments regarding their visits to COACH stores and the COACH website as well as comments about new products and their shopping experiences. For COACH, this is better than any information a focus group or survey can provide. There are trending topics such as: #COACH.NYC-culture, #COACH/lifestyle, and #COACH/fashion.This type of feedback is instant and very honest. FACE BOOK allows for consumers to join or add the COACH page to their list of friends on their own profile page. The FACE BOOK page also allows the individuals to proclaim, "I'm a fan of COACH". There is even a fan page that was created called I LOVE COACH.

I'm pretty sure that the marketing team at COACH still has a few tricks up their sleeves, and they better if the want to maintain any relevance in the Fashion game. But for right now, COACH is playing ball!

WHERE IS COACH?

COACH has been in business since 1941. In this time, COACH has established a position as a mature staple for Men & Woman’s handbags, accessories, and apparel. With countless signature stores and a website for online shopping, the COACH brand continues to maintain a presence in fashion. The COACH brand is known for producing quality goods that retail for a very reasonable cost by today’s standards. The brand has always used the finest leathers and other durable materials in the production of their goods. COACH also continues the tradition of allowing loyal customers to send back previously owned handbags and travel bags to be repaired due to normal wear and tare.
The COACH website is very clean, crisp, and easy to navigate. It is apparent that COACH is focusing on maintaining their traditional and loyal client, while focusing on a young and fresh market. Fashion is young, and the youthfulness is what's keeping it alive. COACH is aware of this and has created a website that allows its visitors to remove swiftly through their selection.

One can't argue that if you mention the brand COACH, that it would almost be impossible to find someone that wasn't aware of the brand, or even purchased a COACH product or two in their life time. However, one could question the position that COACH currently has in the fashion industry. Are they in? Or Are they out? Does the brand relate to the younger extremely fashion conscious market? Or has COACH fallen into the position of "that's what my parents like"?