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The Reinvention of the Coach Man


Above left; Coach Fall/ Winter Men’s campaign, right; the design process, below; the NY design team led by Greg Unis, vice president of men’s merchandising

We all know that the Men’s accessories market is a growing area, and has been for a few years now, but the evidence shown by the Coach Executive team in a recent article in the Wall Street Journal confirm over and beyond expectations. Their sales of Men’s accessories doubled to $200 million at the end of the fiscal year, July 2nd, which explains their new plan for further expansion within this market.

While planning the new Men’s lines for this Fall the design and executive team came up with a new profile of the Coach man: someone less serious, young (or at least youthful), and working in a creative field like architecture or advertising.

Recognizing the breadth of customers Mike Tucci, Coach Inc. president of U.S. retail stated that:
“The classic Coach guy is still with us but to me, [the newer customer] is the guy that is the significant opportunity for us.”

With that statement in mind the new collection is designed to appeal to all aspects of both the new and old customers’ lifestyles and includes messenger bags, crossbody bags, totes, bicycle frame bags, dopp kits, i-device cases, pouches for electronic gadget power cords and knapsacks.

New specific Men’s stores are also planned, after the first three men’s only stores opened this year in New York, Boston and Paramus, N.J. There is now a plan to open seven more stores in the U.S. over the next 12 months, all with characteristically male design features such as dark wood flooring and leather club seating.

It will be interesting to see how consumers react to the new lines and tailored shopping experiences, and to see how such a recognized brand as Coach has taken such steps to appeal to the market is definitely food for thought.

All images via Wall Street Journal.

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