Brand Identity
1, simple
Design Style: COACH of leather design is very simple, usually only the appearance of changes in the skin surface and does not do unnecessary decoration.
2, with Time: the same as jeans, COACH is also very consistent with the spirit of America, with more to see with the better to facilitate better matching characteristics.
3 items dazzling: COACH its product portfolio has more than 100 kinds, handbags, briefcases, belts, wallets, travel supplies and recent fall of 1996, also attempt to Men series.
Core Competence
Throughout the decade of development COACH, you can see it there are three core competencies: price positioning, edge fashion design and marketing channels. Effective integration of these three advantages, the only brand to COACH declared “resurrection.”
4 price positioning
Had to COACH in positioning, CEO Falankefu opinion has been “sharply”: “entry-level luxury.” The move is the most lethal, COACH average price at the mall almost only its competitors such as Louis Vuitton, Gucci and so on half the price. This move played an immediate effect. COACH   bag

Fashion Design
Since the appointment of Krakow from Falankefu, COACH product line continued to expand in a new class of products, such as watches, footwear, jewelry, hats, scarves and gloves. After the addition of a series of small apparel for the entire product family COACH added new vigor. When the light hand bag more and more popular when the female consumer, COACH launched a series of products to cater to this trend.
Fashion design that would have to mention well-planned in 2001 marked COACH brand products, about a chain of “C” shaped design decorated in the product. This series of products include handbags, hats and accessories. The reality is also the COACH brand products introduced as part of marketing strategy for many years. COACH designer from the company’s historical archives on the accumulation of selected out of the chain’s “C”-shaped pattern. But only as a marker of the brand, not as a new identity. COACH consistent style is simple, realistic brand. This design not only meet the current simple fashion sense, but also to retain the original design concept, so that after the release received by the market