How Coach Transformed Its Brand in Three Steps

The video discusses a company's strategic transformation over the past three years, focusing on product innovation, marketing, and brand positioning. It highlights the acquisition of Stuart Weitzman and the company's growth in the US and overseas markets, particularly in China. The discussion also covers consumer behavior, emphasizing millennial values and the importance of authenticity. Additionally, the video touches on the role of businesses in society through the CECP organization.

What are the three main areas the company has focused on to transform its business?

• Customer service, supply chain, and technology

• Cost reduction, employee training, and logistics

• Product innovation, store environment, and marketing

• Brand partnerships, advertising, and pricing

Why did the company need to transform its business strategy?

• They were not investing in technology

• They were expanding too quickly

• They relied too heavily on a single brand

• They had too many product lines

How does the acquisition of Stuart Weitzman align with the company's strategy?

• It diversifies their product offerings

• It focuses on a new market segment

• It complements their core brand

• It reduces operational costs

What proportion of the company's business is driven by the US market?

• 2/3

• 1/3

• 3/4

• 1/2

What is a key factor in the company's growth in China?

• Partnerships with local brands

• New product launches

• Comp store growth

• Increased advertising

How does the company view its price point in relation to luxury?

• As premium and exclusive

• As budget-friendly and affordable

• As true luxury but more accessible

• As mid-range and competitive

What is the focus of the organization CECP that the company is part of?

• Developing new technologies

• Impacting society positively

• Enhancing corporate profits

• Promoting global trade