Globally and local strategy
In areas of the world where environmental consciousness is less of an image concern, and the appetite for luxury is growing — as in the case of the emerging middle class in China and Russia — Coach can rely upon its core brand image. Elsewhere, as in the U.S., Coach can reconfigure its name to become more fashion-forward and teen friendly. Locally, it must expand its price and product range
Comparison to a competitor: Prada
In contrast to Coach, Prada boasts a far wider product range, with a less classic appeal. Prada embraces a dizzying array of fabrics, including nylon handbags, and has a more expansive outreach in its marketing of sunglasses, clothing, and other items. Prada has less snob appeal, given that not all of its items are priced with an eye upon the high-end market, and a consumer wishing to buy the Prada name who is on a budget can opt for a small wristlet or handbag under a hundred dollars.
However, unlike Coach, such small items do not scream Prada, and a consumer might rationalize that he or she will buy a very similar-looking item for a few dollars at Target. In contrast, nothing looks like a Coach handbag and all Coach items are designed to showcase the Coach logo. Prada also lacks a specifically teen-oriented product line, although its consumer demographic as a whole tends to trend younger than Coach. Ultimately Coach makes a more compelling case for the uniqueness of its brand, although it should explore the possibility of creating a more budget and environmentally-friendly, cruelty-free Coach line of items for teens.
Coach. (2011). Official website. Retrieved February 10, 2011 at http://www.coach.com/online/handbags/Home-10551-10051-en#
Prada. . (2011). Official website. Retrieved February 10, 2011 at http://www.prada.us/.