02728nam a22004931i 4500 000707414 CaToSAGE 20240202172917.0 20190104174335.4 m|||||o||d|||||||| cr ||||||||||| 190104s2019 enka fob 000 0|eng|d NEZPRACOVANÝ IMPORT 9781526488015 (ebook) : No price (OCoLC)1089143607 CaToSAGE eng CaToSAGE rda pn UtOrBLW HD9940.A2 W55 2019 687.0688 Wilson, Matthew, author. Overexposure of a luxury brand : Coach Inc.'s distribution and image problem / Matthew Wilson, Karen Robson. London : SAGE Publications: SAGE Business Cases Originals, 2019. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Includes bibliographical references and index. Coach Inc. is a luxury fashion brand, primarily known for its women's handbags. Through the 2000s and early 2010s, the brand pursued a strategy of expansion, leading to its merchandise being available in many locations--particularly in department stores. In 2014, the brand announced plans to reduce its distribution, citing concerns related to department store discounting of its merchandise and a related drop in brand status. In addition to cutting back on distribution, the brand renovated its own retail outlets, made changes to its products, and entered into a partnership with popular singer Selena Gomez. In response, sales of handbags in the price bracket of USD 400 or higher were up, as was perception of the Coach brand itself. This case provides an opportunity for students to explore the relationship between distribution and brand management, as well as to evaluate the steps Coach Inc. has taken to reposition itself as a luxury brand. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Coach Inc. Luxury goods industry Case studies. Fashion merchandising Case studies. Brand name products Management Case studies. Branding (Marketing) Case studies. Robson, Karen, (Assistant professor), author. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/overexposure-luxury-brand-coach-inc-distribution-image-problem Plný text SBC EB NEPOSILAT EB