Can COACH Find "Spiritual Identity"?

"

When to turn people's impression from Aunt bag?

Zhang Chunyu, vice president of marketing department of COACH Greater China, heard this question and laughed out of a small handbag, decorated with cartoon elements such as Saturn, rockets and astronauts. "Can you guess my age? How old do you think this handbag should be on my back?"

According to the world clothing shoes and hats net, in May this year,

The biggest news in the circle is the acquisition of Kate Spade by COACH. The latter is famous for its sweet princess style. It is quite attractive in the post-90s. The New York style, which is "cool, fashion, personality, and more possibilities" advocated by COACH, is independent of each other. This contrast makes COACH's style more distinct, and the age span of fans is beyond the imagination of the outside world.

Fashion skeleton, punk locomotive, badge, metal rivet, fringes, Mickey Mouse, tea rose, Elvis powder (from Elvis Presley to its mother's pink Cadillac)...

The new idea of COACH is launched in the global implementation of the creative director Stuart Vevers's design draft.

"The main age group of our customers is concentrated at 25-45 years old, and the categories they consume are shoes, bags and clothing."

Zhang Chunyu said, "nowadays, after 90's act according to their own style, their motivation to buy is" like "rather than" show off their wealth ". They not only buy three thousand yuan wallet, but also buy ten thousand yuan leather coat, which subverts the cognition of luxury consumers' ages a few years ago, when young consumers seem to be only middle and low price customers.

Yes, the millennials clearly know what is related to their lives.

Love learning, willing to try new things, and keep a sense of fashion.

If the fashion of more than ten years ago was decided by several benchmarking fashion magazines, now the fashion bloggers on the Internet and all kinds of street shows are causing another burst of craze.

So if COACH wants to connect with these consumers, it will bring them innovative products that are related to their lives.

"So in last year's Christmas short film, COACH 'invite' the dinosaur Rexy in Jurassic Park to carry out her adventures, whether you are American, European, or Chinese young people, the spirit of exploration is more synchronous.

Lu Jiahui, vice president of the COACH Communications Department of the Greater China region, said.

At the beginning of 2013, the company first disclosed the strategic direction and tentative plan of brand pformation, and announced that Victor Luis will take over the post of global CEO. In that year, Stuart Vevers joined and acted as the creative director of brand global execution. He was the creative director of luxury brand Loewe in Spain.

In June 2014, Victor Luis led the company to announce a comprehensive brand pformation plan. It will promote the implementation of the strategy in three areas, including products, stores and marketing, so as to enhance the correlation between brand image and fashion, and announce the specific plans and targets for the next three years.

After joining Stuart Vevers, the first thing is to lock yourself in the Museum of COACH headquarters in New York, looking for the brand tradition, spirit and elements.

In the end, he summed up seven elements including COACH, leather label, carriage logo and so on, which not only inherited the classic brand, but also integrated into the new design, but it was not enough.

Interpreting brand spirit with clothing

The strategy of COACH in improving product design and selection is to display clear image of COACH Women and COACH Men to customers from head to toe product category.

With handbag accessories as the foundation, expand more lifestyle products (shoes, clothing, perfume) to enhance brand fashion.

COACH starts with leather products, but it can make people feel visual impact.

Eileen Chang said, "everyone lives in the clothes of everyone". "For those who can not speak, clothes are a kind of pocket drama with words."

Stuart Vevers's practice of displaying the brand spirit with the help of garment series is quite clever.

In February 2014, his works first appeared in the fashion week of New York. In the 2014/15 autumn and winter series of women's clothing show, COACH's new work changed the traditional conservative dress style, and made the traditional American sportswear and mini skirt to create a cute young fashion girl's shape. The use of oversize dog's teeth pattern was used in dress printing, and the printing size further enhanced the handsome jacket style.

Stuart Vevers, as an Englishman, understands American culture and embodies it in COACH.

He is not limited to any particular group of people. Stuart Vevers, as an Englishman, understands American culture and embodies it in COACH.

He is not limited to a specific group of people, but by some symbols, elements and symbols to grasp the essence of American culture.

American culture, especially the spirit of freedom, rebellion, equality and independence in New York culture, has gradually formed some unique cognitive symbols along with the spread of film and TV culture in the world. Just like the Western elements in understanding Chinese society from Confucius, the Great Wall, bamboo, book of changes, Sun Tzu's art of war, Chinese Kungfu, and Bruce Lee, this kind of cultural cognition has no age, national boundaries and gender.

Of course, it is important that Stuart, the design director of Loewe, a Spanish aristocratic brand, is well versed in the influence of brand spirit and value proposition on specific consumers. Luxury buyers need unique identification, rather than just flashing products.

The contest between "cool Meng" and "naive"

Stuart used the feather elements of the Indian people in the design, launched the Limited package of the blindfolded rabbit and Snoopy, and jointly published the Disney X Coach series with Mickey Mouse as the element, and Coach 1941 X Disney made many Disney fans spend all their efforts to collect the products in the COACH stores around the world. "Disney"

In 2017, Stuart injected the space fantasy elements into products and launched the COACH SPACE series, inspired by American dreamers. Rexy dinosaurs led customers to explore the stars, planets, rockets and roaming space in the universe.

The cartoon image is indeed attractive, but there are essential differences between "cool sprouting" and "childish".

The spirit of freedom in New York has its humorous and witty side, but this is the child's interest of adults, and a tribute to everyone's innocence. At the same time, children's rebellious and true ego are the footsteps that they are seeking after adulthood.

Stuart found the child who lived in the adult heart just right.

Unlike other luxury brands, it is different from other luxurious elements such as handmade lace and crocodile skin. What he wants to highlight is the most luxurious and rare "true self" in the world.

Zhang Chunyu said, "Tyrannosaurus Rexy" comes from the American classic "Jurassic Park", representing the adventurer's adventurous spirit, and Mickey Mouse from Disney uses retro wind.

Whether it is a blindfolded rabbit or a dinosaur wearing a space suit, these "very American" images are all reflected in the design of "cool" and "personality", more like the "New York guest" style, which is closely related to the historical origin of the brand from New York Manhattan.

"No matter in China or the United States, music and art are common, and the spirit of New York is also a metropolis spirit. This is recognized everywhere in the world."

{page_break}

Beyond design, it is important to identify with consumers.

Stuart in order to find out what the real American spirit is, he travels long distances on trains, and hikes, thinks and visits in any city, country or wasteland in the United States. "What is the real American spirit?" the answer is endless.

As a response to the real image of the cartoon, COACH's clothing, especially the motorcycle jacket, is mostly used as collages, metal rivets, fringes, metal chains, etc. the hippy, punk and rock culture that were popular in the last century did not disappear with the times. Instead, they were interpreted by the new generation of new generation and turned into a geek spirit.

In 2017, Elvis died, and Stuart paid tribute to Elvis in the spring and summer series. A pink Dinky wrapped with tea rose is the symbol of Elvis's "pink Cadillac". This pink color was once the spiritual symbol of an American era, and those who recognized these values were also loyal to COACH.

COACH has opened several Elvis PresleyTM Limited stores worldwide, and an Elvis fan has bought many clothes on the spot at Maritime Building in Hongkong.

The 1941 series commended for the industry is directed at the time when COACH was founded, and Stuart explored what happened in the year 1941 and what happened in that era.

He used a return to innocence to deduce the Spring Festival of COACH 2016. The retro color was accompanied by popular elements and exaggerated decorations. The old and new colliders produced wonderful chemical reactions.

A tribute to tradition, a change in the way of searching for the source should also be accompanied by cultural changes in Chinese society.

After 90, it became a main force. Unlike the parents, many generations of this generation had not experienced any material hardship, and the world was equal and peaceful to them.

After experiencing the rapid development of flashy, young elites have formed different values. They are not as good as glittering and powerful. Their value is better than their dazzling personality. They find their foothold and value proposition in the fragmented world.

These personalized representations are also reflected in the spokesperson of COACH selection.

In 2012, Lee Hom became the endorsement of COACH men's accessories. The musician's talent is admirable.

In 2013, Liu Wen introduced the COACH 2014 spring series advertisement. Liu Wen was natural, clean, "simple and beautiful, beautiful and simple". These characteristics are exactly what COACH from America wants to embody.

The personalised representations of Zhao Mosheng, a brave and persistent "elegant" "Purple Xuan", are also reflected in the spokesperson of COACH.

In 2012, Lee Hom became the endorsement of COACH men's accessories. The musician's talent is admirable.

In 2013, Liu Wen introduced the COACH 2014 spring series advertisement. Liu Wen was natural, clean, "simple and beautiful, beautiful and simple". These characteristics are exactly what COACH from America wants to embody.

Starring in the brave and persistent "Zhao Mosheng", elegant "Purple Xuan", sweet and lovely "summer beauty" Tang Yan because of the COACH temperament and attitude, the ability to carry goods also won the recognition of the brand side.

Recently, COACH has begun to focus on those career women who pursue their dreams outside the star strategy.

In the advertisement of "COACH and dream women" recently, tennis player Li Na, Yang Tai Chi inheritor Ye Yongxiang, music educator Huang Kaiying and sports artiste Zheng Lisha have become annotator of COACH brand spirit and become "brand intimate friend".

COACH's message is focused on "inspiring", "girls can be strong", "with temperament" and "do their own culture".

This also shows that COACH has achieved recognition in product design, and has also succeeded in guiding the consumer's spiritual identity.

COACH's brand new brand is a combination of boxing, products, stores and marketing are all outstanding. As a designer of brand spirit, if you do not find the essence of the brand, and combine it with the public consciousness, COACH can only be a flash in the street.

The 2017 quarter of fiscal year third reported that sales of high-end handbags in North American retail stores accounted for a significant year-on-year increase in the number of sales of new products.

In the first two quarters of 2017, the financial reports gained the recognition of investors by two digit growth.

COACH's brand new technology:

1. find key people.

Stuart Vevers, the creative director of Loewe, a luxury brand in Spain, joined and acted as the Global Executive Creative Director of COACH brand.

2. find the brand's key spirit and elements.

After joining Stuart Vevers, the first thing is to lock yourself in the Museum of COACH headquarters in New York, looking for the brand tradition, spirit and elements.

3. find the carrier of product spirit.

With the help of garment series, the brand spirit is highlighted.

4. find out the design, find the spiritual identity with consumers.

5. find different users.

Apart from the star strategy, we began to focus on the professional women who pursue their dreams.

More interesting reports, please pay attention to the world clothing shoes and hats net.