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Coach

Coach New York

  • Produced $5M communications strategy to capture a 2% increase in North American handbag market share by targeting the category driver consumer segment

  • Identified new insights from market research and formulated competitive advantage and messaging

  • Supported gross profit increase of 1.8% in the first nine months

  • An image of a perceptual map

    Competitive Set Perceptual Map

  • Image of the perceptual map of the single best competitive advantage

    Single Best Competitive Advantage Perceptual Map

  • An image of a total estimated conversions chart

    Total Estimated Conversions for Category Driver (CD) when Segmented by Age

  • An image of a Characteristics chart

    Top Five Characteristics for Category Driver Millennials

  • Single best competitive advantage chart

    Single Best Competitive Advantage (SBCA) for the Current Line (CL)

  • An image of a competitive set chart

    Competitive Set Establishment Dates: Coach (A) is at least 40 years older than its three primary competitors (E).

  • Image of a message venn diagram

    Message Venn Diagram: The message (D) is a shared value with the consumer that only the brand’s current line can make within its competitive set.