Coach, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in New York, NY, Coach, Inc. designs and produces high quality leather goods for men and women. The company's product lines include luggage, purses, gloves, and outerwear as well as fine accessories and footwear. Founded in 1941, Coach is sold worldwide though trademark stores, selected department and specialty stores and online at coach.com.
|Main Telephone||(212) 594-1850|
|Main Fax||(212) 594-1682|
Coach, Inc. ContactsContacts (5/28)
|Todd K.||President & Chief Administrative Officer||NY|
Sample of Associated Brands
|Carlos B.||Senior Vice President & Global Chief Marketing Officer||NY|
|Victor L.||Chief Executive Officer||NY|
|Andre C.||President, North America & Global Marketing||NY|
|Wendy K.||Chief Executive Officer & Brand President, Stuart Weitzman||NY|
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Score 83 – Account in Jeopardy: Coach promoting NA president, global marketing exec amid brand transformation
Subject: print, digital, outdoor
Company: Winmo), headquartered in NYC, designs and produces high quality leather goods for men and women, including luggage, purses, gloves and outerwear.
Update (4/28): In the Q3 earnings call, Coach CEO Victor Luis announced the promotion of Andre Cohen to president, North America and global marketing, adding North American wholesale and global marketing, customer experience and digital to his responsibilities. His promotion comes as David Duplantis leaves the company. Additionally, Diane Mahady has been promoted to global head of merchandising for the Coach brand.
Luis also said during the call that Coach remains focused on creating desire for the brand and amplifying its fashion positioning. This means touting the brand’s 75-year legacy of design innovation, craftsmanship and quality and building an emotional connection with customers. Promotions do not usually signal the sweeping changes that outside hires do, but Coach is committed to its brand transformation, so there could be plenty of opportunity here down the line.
Read more about Coach’s 2016 marketing plans below and keep in mind that Coach is increasing marketing investments this year.
Update (1/27): Earlier this month, we told you about Coach's initiatives to transform itself into a lifestyle brand (more below). Now, Coach CEO Victor Luis has expanded on these plans a little in the Q2 earnings call. He stated that Coach is focused on “creating desire for our brands and building emotional connections with consumers globally.” Over the holidays, the brand launched it s”lighthearted” holiday film, which aired on network TV in the US (a first for the fashion house).
Looking to H1 2016, Luis said Coach will continue focusing on its “distinctive brand proposition” as it celebrates its 75th anniversary. This includes debuting the Heritage global brand campaign in February, which Luis sees as a “key vehicle” to communicate the brand's authentic history as America's original house of leather. In fact, he said the company would be increasing marketing in all markets, as well as continuing to invest in the “Modern Luxury” store experience.
Additionally, Coach continues to gain traction through mobile devices and launched enhancements to coach.com over the holidays. This resulted in increased positive brand impressions, a wave the brand hopes it can continue to ride through 2016 and beyond. Even though Coach's sales of women's bags and accessories was still negative for the quarter, Luis is encouraged by the fact that once again improved sequentially. Because the brand is transforming to a lifestyle brand, it has expanded into other product categories and Men's not represents about 17% of the brand's global net sales.
Q3 momentum will be driven by backpacks and the first full Men's collection launch, so look for in-store merchandising and media support to go along with this. Therefore, digital and mobile sellers should keep an eye on Coach and those whose target is middle to upper middle class 30 to 49 year-olds could secure potential 2016 dollars.
Below was originally published 1/12/16:
Opportunity: The 75-year-old handbag company is looking to transform itself into a “lifestyle” brand and, as such, has recently launched a campaign around the Coach 1941 luxury label. Ads began running Monday ahead of the collection's February launch. Print ads will follow in February and March, as well as OOH and social media buys.
Coach has been addressing its struggles in one way or another for the last year-and-a-half or so (more here), so expect this campaign to be the first of many in 2016. Print and digital sellers who focus on luxury and lifestyle markets should have the upper hand here. Approach with ideas that will continue to position the company as more than a mere handbag purveyor, but instead a lifestyle brand with products in every category (and for women, men and children).
Media Spend (Updated 4/28): According to Kantar Media, Coach spent $34.1 million on measured media in 2015 – basically flat to 2014. Most of 2015′s spend was allocated to print ($30.6 million), with the remainder split between display ($1.8 million) and OOH ($1.1 million).
Note that Coach did not spend any money on national TV ads last year (or in 2014, for that matter). In fact, it’s last national TV ad was run in 2013, per iSpot.
Digital Breakdown (Updated 4/28): So far in 2016, Coach has run 70 display ads on 64 publishers (9% mobile). Top 2016 destinations have included: wmagazine.com, gq.com, harpersbazaar.com and elle.com (71% site direct). Coach has also run 81 high impact ads (mostly standard and billboard) and four video ads this year.
In 2015, Coach ran 131 display ads on 192 publishers (5% mobile). Top ad destinations included wmagazine.com, teenvogue.com, uncrate.com, racked.com and style.com (89% placed site direct versus programmatically), according to Moat. Coach also ran 339 high impact ads and eight video ads last year.
New Decision Maker: Named Tom Jarrold as VP of global marketing in September 2015. In this role, Jarrold is responsible for developing and implementing global strategy and driving brand strategy. His appointment follows that of David Duplantis, who was promoted to president of global marketing, digital and customer experience last January.
516 West 34th Street
New York, NY 10001
President, Marketing, Digital & Customer Experience – North America
Vice President, Global Marketing
Digital Strategist – OMD
Print Analyst – OMD