Case 4 Analysis

Coach is a luxury bag brand, but it is at an entry level price point, that is, for luxury – meaning the lowest price of the luxury brands.

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· For example, suppose that a luxury goods marketer such as Coach initiates a study of consumer perceptions Exhibit 6-5 Managers at luxury goods brand Coach rely on extensive qualitative and quantitative consumer The figure shows that Burberry and Coach are perceived as the most similar while Coach and Dior are the Different 1 2 3 4 5 Burberry/Gucci Burberry/Coach designer could find an optimal ubiquity/accessibility balance and fit in the gap between Burberry, Coach

· Burberry, Chanel, Coach, Gucci, and other luxury brands are cultivating official online communities on

· Coach has been described as “a textbook lesson on how to revitalize a brand.” Are the approaches evident at Burberry and Coach similar?

· Price: “Affordable luxury” is central to the value proposition: more expensive than Coach, less expensive intends to leverage consumer insights gleaned from Burberry’s strong digital presence