Coach was established in 1941 as a family-owned company and operated business that began in a Manhattan loft with six artisans using skills handed downfrom generation to generation to create a collection of leather goods(www.coach.com). Today, Coach has gone on to become “America’s preeminentdesigner, marketer and producer of fine accessories and gifts for both men andwomen. Currently, Coach operates about 400 boutique stores throughout theUnited States and Canada. In 1999, Coach launched its online store that has sinceevolved into an important sales channel as well as advertising both abroad andwithin the United State
The Coach brand is well known among women between the ages of 18 and 50.Coach has begun to capitalize on their brand in the last decade with the launch of www.coach.comand also making use of social networking sites such as Facebook and Twitter. This follows with the Law of Internet Advertising. Coach has alsochanged their style to fit into the lives of women between in their twenties whilealso keeping styles in mind with those that are familiar with the Coach brand andhave purchased products in the early years. This follows with the law of Change,which says, “brands can be changed, but only infrequently and only verycarefully.” The Coach brand also follows the Law of the Name in that it is ashort, easy name for our customers to remember and that also ties in to the Law of Quality. When consumers think of Coach they will also think of the quality products produced and that Coach will always stand behind their product.
Currently one of the most important weaknesses that Coach has is that they arenot the leading brand of