Ch.18 Social Media and Marketing

Coach operates in two segments: North America and International. The North America segment includes sales to North American consumers through Coach-operated stores (including Internet sales) and sales to wholesale customers and distributors. The International segment includes sales to consumers through Coach-operated stores in Japan and mainland China (including Internet sales), Hong Kong and Macau, Singapore, Taiwan, Malaysia, Korea, and sales to wholesale customers and distributors in 25 countries. As Coach's business model is based on multi-channel global distribution, our success does not depend solely on the performance of a single channel or geographic area. In order to sustain growth within our global business, we focus on three key growth strategies: transformation to a lifestyle brand, increased global distribution and improved store sales productivity. To that end we are focused on four key initiatives:

� Transform from a leading international accessories Company into a global lifestyle brand, anchored in accessories, presenting a clear and compelling expression of the Coach woman and man across all product categories, store environments and brand imagery. � Focus on the Men's opportunity for the brand, notably in North America and Asia, by drawing on our long heritage in the category. We are capitalizing on this opportunity by opening new standalone and dual gender stores and broadening the men's assortment in existing stores. � Leverage the global opportunity for Coach by raising brand awareness and building market share in markets where Coach is under-penetrated, most notably in Asia and Europe. We are also developing the brand opportunity as we expand into South America and Central America. � Harness the growing power of the digital world, accelerating the development of our digital programs and capabilities in North America and worldwide, reflecting the change in consumer shopping behavior globally. Our intent is to rapidly drive further innovation to engage with customers in this channel. Key elements include coach.com, our invitation-only factory flash sites, our global e-commerce sites, marketing sites and social media. We believe the growth strategies described above will allow us to deliver long-term superior returns on our investments and increased cash flows from operating activities. However, intensified competition, the promotional environment, along with the current macroeconomic environment, has created a challenging retail market. The Company believes strong long-term growth can be achieved through a combination of brand transformation including expanded product offerings, additional distribution, a focus on innovation to support productivity and disciplined expense control. With a strong balance sheet and significant cash position, and a business model that generates significant cash flow, we are in a position to invest in our brand while continuing to return capital to shareholders.

Ch. 7 - Business Marketing

Industrial Marketing is the marketing of goods or services to individuals or organizations, Which are not intended for personal consumption. This is a very strategic practice that companies often use to maximize the exposure of their products or services. This can often serve as a testing period to introduce a product. Coach offers their product developers an opportunity to test wear the actual product before its distribution. For example they give the product to wear for two month, the showcasing of the product can range from the very basic pieces such as their signature and all leather goods to their more iconic and valued pieces, such as exotics and their legacy collection. Marketing is really a necessary tool in informing the customers about a product and its also creates an emotional connection that is often based on perception. To further impose products or services on a customer. Marketers need to distinguish a need from a want. Making an item limited can create a desire to want an item they don’t really need. However to further build the customer relationships. Coach really takes time to nurture a long term relationships, Internet Marketing can also ease the shopping experience and that’s one of the reasons Coach decided to launch their online in 1999. This expanded the worth of the company instantaneously. Offering a very personal sales experience whether it’s a face to face or even online they have carefully thought out how to make the shopping experience as seamless as possible. Utilizing the stickiness method can produce more accurate numbers on the effectiveness of their online store. This method measures frequency, duration as well as site reach, it helps marketer to develop more efficient delivery methods

　

This expanded the worth of the company instantaneously. Offering a very personal sales experience whether its face to face or even online they have carefully thought out how to make the shopping experience as seamless as possible. Utilizing the stickiness method can produce more accurate numbers on the effectiveness of their online store. This method measures frequency, duration as well as site reach, it helps marketers to develop more efficient delivery methods.

Ch. 8 - Segmenting and Targeting Markets

 
Marketers use different strategies to segment their target market. Segmenting consumer markets is a great way to organize groups that will better assist a company in delivering excellent products sales and establish growth in profit margins. Choosing the segmentation process is a crucial bases for a company, wrongfully doing so can result in lost of sales and decrease profit opportunities. There is often a different groups help define customer needs and wants. This also assist the company to expand product lines or even tap into there innovations, as well as helps the expansion of the company and gives them competitive advantage over competitors that offers no versatility. Market segments differ in size and opportunity, this is why precision is the key to better evaluate objectives that need to be met. As a company its important to utilize demographic design data, understanding different social groups, ages, genders and income ranges can better help you understand consumer behavior. Coach often refers their products to generation Y, however through group segmenting they are able to consistently deliver a product that offers versatility and may have a function in almost any consumers life. The different steps that are used can help a company pick, produce and deliver to the best of their potential, but deliver of the product is key, so it is essential to understand the need. Using these different strategies helps to seamlessly transition from one product to a well organized marketing mix.

Ch. 11 Developing and Managing Products

Coach Inc. is known for their ability to offer new ability to offer new products line distributions every month. Offering a variety helps with maximizing profit margins. Presenting new products strategies can help a business pin point were there may be a need or if there is room for improvement. For example Coach has always had their legacy product line. This line is a must for Coach because it delivers almost half or their company’s profit. It’s not a new product to the world but it was first introduced at a coach boutique in the mid 1900’s. Legacy soon evolved into a global iconic piece for all coach stores, becoming a pattern that was splashed across all visuals, as well as all products. When Coach developed and introduced the legacy pattern it immediately became a high in demand must have. A company like Coach really prides themselves on the level of innovation they have always kept me amazed with their attention to details. Making them standout from the rest and influencing customers that their products are a must have, no matter what the competitive market.

Ch. 10 - Product Concepts

　

Product concepts are extremely important to the performance of a company. Coach is a retailer which offers tangible goods. They have mastered product concepts by distributing the importance of each product they offer. Consumer product classification is a helpful tool that consist of a visual breakdown which better assist a company with product development. Branding of a product is key, its an instantly recognizable symbol or name that sets that brand apart from other competitors. Branding can be a sole reason on gaining the interest of a customer. Maintaining a product mix gives a consumer a range of products to choose from. Companies often expand there norm to better suit a diverse crowd. A product line often contains a variety of color, texture, function, size, etc. Coach is a family owned company which has built product loyalty throughout the years, it has stayed true to their products. When you purchased a product from coach, even their co-brand Movado, you have invested in an item that has somewhat a life time warranty. For example if you purchased a bag 6 years ago and the bag happens to be falling apart due to wear and tear you can actually pay a $25 fee and send it to get repaired. If your item can not be repaired they will try to see if they have it in stock to offer a complete replacement but if they cant replace it, you can get a credit for the worth of the bag, its incredible investment. In addition to there product they offer elegant packaging and outstanding service, this build strong customer relationship as well as longevity of a company.

Ch. 17 - Personal Selling and Sales Management

Coach Inc, has many different ways to promote their products their main focus is relationship selling. Getting to know the customers from a more interactive and personal perspective is the key. 80 percent of the customers remain loyal for their products but also for a sense of importance. Customer promotions offers loyal customers the option of coming into the store and buying their favorite picks of the month at 25% off. This is a great tool to securing a solid sale. If you enjoy shopping online you will come across a great promotion, anything purchase under $150.00 will receive free shipping. Promotional sales help to build brand loyalty. Personal selling is a great way to of explaining the features and benefits of a product. This gives a customers a chance to communicate what they are looking for, specific details such as style, texture, color or size. This gives a sales associate a starting point. Coach makes sure to property train their employees to better enhance a sales. By having great customer / employee communication it can help with immediate sale as well as a future sale. Sale promotion offers potential buyers the option of getting a product at low cost. I see this as an excellent form of sampling the product. Coach provides follow up calls. Through this process, coach retains customers data and also records a log of a customers past purchase. Over all I’m also a consumer and I feel like the promotions are the perfect way of offering perks to ensure brand loyalty as well as boost profit margins.

Ch. 16 Advertising, Public Relations and sales promotion

Advertising and public relations work hand and hand in the success of a business. As a successful company, understanding your target market is truly helpful in the decision making of advertising the product. Coach Inc. has always found very creative ways in capturing that very memorable experience for the customer. Always staying true to the American style Coach always captures the essence of that NYC feel. Partnering with many public figures, such as Gwyneth Paltro in the heart of the cit has been a gateway for excellent profit margins. Creating the effortless Chic lifestyle we often lust over can create new possibilities for a sale. Using catch phrases such as “Meet your perfect match our new shoe boutique”. “Bright sunshine and warmer temperatures are just what we needed “ & “Spring is finally here” along with the visual advertisement really brings their bold new collection to life. There public relations department takes care of both positive and negative feed back serves as an intermediary for the company and public. In 2010 Animal rights groups PETA, confronts Coach inc, shareholder outside of a annual company meeting, to discuss there use of FUR, being that a repetitive owns stock share. There claim is for Coach inc, to follow the lead of luxury good company’s in president Tracy Reimen, strongly believes that Coach inc. must immediately stop production on all fur sales. This negative press can really affect Coach’s profit but their true challenge is to respond in a positive way to the negative press.

Ch 15. Retailing

 193 Front St
New York, NY 10038
Neighborhood: South Street Seaport

Retailing play a major role in promoting U.S economy, not only do retailers offer jobs to more than half of our population but it also offers diversity, by properly staffing their stores, attention to detail through visual merchandising and offering the best products. Offering visual opportunity at the very beginning of a customer experience leads to confirm a potential purchase. Mostly all the time when you enter a store you’ve come with your own ideas of what you want to buy, but when stores have great displays it encourages you to buy something totally different.

I recently visited the Coach store at the Seaport location it was a awesome experience. The customer service was excellent, the sales associates were very professional, not pushy and well informed about the bags and other floor products.

Ch. 6 - Consumer Decision Making

 

Consumer behavior accounts for a large portion of sales through any company. Understanding customers needs and wants is essential, we have to keep in mind that a customers decision making can solely be based on there emotional connection to an item. Marketing plays a major role in shifting these thoughts to a positive connection, for example their modern classic spring collection has been introduced, turning up the Bright's also they've recently placed a major focus on color blocking and different unpredictable shades of color. Generation Y is the main audience for the company, valiant, bold and fearst, they understand the need and they deliver. Whether its offering low or high priced leather goods coach takes into consideration the factors that affect decision process. Viewing their potential buyer as a customer , really exploring the outside competitors and staying true to the now trend really helps them deliver long term satisfaction. Coach is fully involved in helping a customers decision making experience hassle free. Due to extensive evaluation they are able target different demographics, pushing there product in countries such as US, Japan, China and Europe through online websites and local boutiques. Information retention also helps deliver as well, and understand the need of the customer values of their goods. Keeping data of customers information helps identify as well as deliver endless possibilities. We have to feedback knowing that is possible if this customer walks out of out store we are able to make a reoccurring connection, perhaps through media, reference groups, online magazines billboard, being assessable and conveniently located can help enhance this experience.

 

Ch. 5 - Developing a Global Vision

Coach’s distribution strategy is multi-channel. There are currently over 400 Coach stores in the United States and Canada, with more expected to open this calendar year. In addition, Coach has built a strong presence in the U.S. through Coach boutiques located within select department stores and specialty retailer locations. In 1999; Coach lanced its online store at www.coach.com. The website has been an extraodinary success to Coach, both domestically and abroad. Currently Coach has 15 websites for target markets outside of North America and has e-commerce enable websites for Japan, Canada and United States.

The Coach International channel represents sales to international wholesale distributors and authorizes retailers. In this channel, travel retail represents the largest portion of their sales. Coach has developed relationships with a select group of distributors that any other handbag company would have a hard time replicating. These distributors sell Coach products through department stores and freestanding retail locations in over twenty countries including South Korea, Australia, southeast Asia, Mexico, Russia, India, France, Greece, and several countries in the Middle East. Coach continues to improve productivity in this channel by opening larger image-enhancing locations, expanding existing stores and closing smaller, less productive stores. After fiscal 2010, Coach entered an agreement with a key distributor to take control of their domestic retail businesses in Singapore and Malaysia. Also, Coach finalized an agreement with an international partner to form a joint venture to expand Coach International business in Europe. First sales from this joint venture began in early 2011.











http://en.wikipedia.org/wiki/Talk%3ACoach,_Inc.

Ch. 4 - The Marketing Environment

　

"Classic American style"--for 60 years, these words have defined the character and spirit of the Coach brand. Today more than ever, Coach embodies "classic American style"--now across a broad and modern product offering of lifestyle accessories in a number of distinctive categories, styles and fabrications. Coach is a very sophisticated brand who seems to mainly target women ages 16-54. That age bracket is definitely a broad range, however, Coach putting forth numerous product lines with distinct differences has allowed them to target such a large range of people. As the brand has grown and evolved, so has the company: from manufacturing to marketing driven; and from a small family business based in a New York loft to a publicly traded company with worldwide sales of $600 million in fiscal 2001. At Coach, the brand is at the core of the company's vision and strategy. The values of the brand--customer satisfaction, integrity, innovation and collaboration--are the reasons Coach's people come to work each morning. The strength of the Coach brand is, ultimately, what makes Coach the company it is today.

Since 2000 Coach Inc. has expanded its distribution to countries around the world such as France, Italy, Hong Kong, Japan, and South Korea as well as holding a strong lead in the luxury handbag industry within the United States. Coach Inc. (NYSE: COH) is a leading retailer of premium handbags and accessories, located primarily in North America and has recently expanded into Asian markets. Basing its image on "affordable luxury," Coach seeks to establish a premium brand that caters to affluent consumers but also provides lower-priced goods to appeal to the demand of middle-class customers. Due to its effective merchandising and brand-building, Coach has boasted high operating margins and increasing popularity within the U.S. and Japan for years, even in the suffering American economy. COH also intends to take advantage of increasing luxury consumption in China by taking more control of its retail operations there and building its own stores instead of relying on third-party retailers. As COH continues to develop its ultra-luxury collections, it will share in the recent increase in spending in luxury good markets as the affluent release pent-up spending power from the last year.

Coach Inc has zero tolerance policy for counterfit products.
Coach vigorously pursues counterfeiters and the shops, websites, vendors, and flea markets that sell counterfeit Coach merchandise. Coach work with local, state, and federal law enforcement as well as U.S and foreign customs officials to try to stop the sale of counterfeit goods at every point in the supply chain. Coach DOES NOT authenticate merchandise or determine whether serial numbers match actual Coach items. If you purchase an item from an authorized Coach retailer, you are guaranteed the item is authentic.


Coach’s plans for geographic expansion during this recessionary environment are cause for a bit of concern. The company’s 1.6% increase in sales from ’08-’09 were driven purely by expansion while same-store sales declined 6.8%, gross margins dropped 4%, net margins dropped 5% and earnings dropped 20%. Aggressive expansion as the comparable earnings of the company decline is a very risky strategy. Coach management appears to have a rosy outlook regarding its positioning in the economy beyond this current recession. Despite its expansionary plans there are not many markets for Coach to expand in outside of the North America, Japan and China. The luxurious and niche nature of its product don’t necessarily attract consumers in lower income economies. This geographic concentration may limit Coach’s growth opportunities in the long term and potentially prohibit upward movements in its stock.



sources http://en.wikipedia.org/wiki/Coach_Inc

Ch. 3 - Ethics & Social Responsibility

 

Code of Ethics

Coach has adopted a code of ethics, the Coach Global Business Integrity Program. The purpose of the Program is to convey the basic principles of business conduct expected of all Coach officers and employees, including our Chief Executive Officer, Chief Financial Officer and Principal Accounting Officer, Controller and other senior financial personnel performing similar functions. We require every officer and employee at or above the level of Manager to attend training on the Program and other matters of business ethics at least once a year. All Coach employees worldwide are expected to comply with the Global Business Integrity Program Guide. If compliance with United States law appears to conflict with local law, employees should discuss their concerns with the Law Department.

 

The Global Business Integrity Program Guide is not a comprehensive document intended to address everyethical issue an employee might face, nor is it a summary of all laws and policies that apply to Coach’sbusiness. Most importantly, the Global Business Integrity Program Guide is neither a substitute for good judgment, nor a restraint on the entrepreneurial initiative of employees and managers which Coach strongly encourages.

 

Coach also believes in being a responsible corporate citizen and socially sensitive employer in every community, locality, and country in whcih the corporation operates. To accomplish this, Coach strongly encourages each of its operating facilities to become actively involved in the life of the community by developing plans to participate in and sponsor initiative that results in the advancement of the community's interest, and in the betterment of the quality of life of the communities in which employees live. These involvements have taken many forms. For example, Coach encourages employees to become involved in their communities through company-sponsored events like AIDSWALK NEW YORK, American Cancer Society's Daffodil Days, Arts and Business Counsil Anual Fundraiser, Dress For Success Clothing Drives Holiday Toy Drives, Jacksonville Chapter of Dreams Come True, March of Dimes Walkathon, Meal on Wheels Anual Campaign, Miami Corporate Run to Benifit Leukemia, New York Women's Foundation Annual Fundraiser and Thanksgiving Food Drives. Coach is proud of it contribtution to the economic and social development of the locations where Coach has operations.

souce-http://www.coach.com/online/handbags/genWCM-10551-10051-en-/Coach_US/CompanyInformation/CorporateGovernance/GovernanceDocuments/

 

Ch. 2 - Strategic Planning for Competitive Advantage

Coach Inc. is one of the most recognized brands in the luxury goods industry. It is a leading marketer of fine handbags and accessories for women and men. Coach was established in 1941 and sold to Sara Lee for $30 million in 1985. Sara Lee Corporation then sold 19.5% of the shares in an IPO in October 2000. Since listing on the New York Stock Exchange, Coach Inc. ( COH ) has grown to be the number one brand of premium handbags and accessories in the U.S. market

Coach's merchandise is sold through Coach stores, factory outlets, department and specialty stores, duty-free locations in airports and online. Coach Inc. has two business segments, Direct-to-Consumer and Indirect. Over 85% of the company's sales are generated by its Direct-to-Consumer segment, with the majority of the sales coming from handbags and accessories.

Coach markets its products as "accessible luxury." Its pricing strategy for a handbag ranges from $298 to $1,000, which means that its product reaches a larger consumer demographic than other high-priced competitors such as Louis Vuitton and Prada which focus on the very wealthy. The strategy of targeting the higher and upper middle income shoppers differentiates Coach from its competitors and also helps to establish it as the poster child of tapping into this global trend of consumers wanting to trade up in the quality and style of what they buy.

As Warren Buffett said, "In business, I look for economic castles protected by unbreachable moats." Coach Inc. has a narrow moat and a competitive advantage. It has a strong brand presence in the luxury market, not easily eroded by other competitors. New competitors in the luxury brand industry would have to spend a large amount of money and resources to build up competitive brand awareness and image. Coach also has consumer loyalty as it has been delivering high-quality products that are simple and reliable, with a perceived value.

To further grow the business, Coach has outlined its strategy as:

1) Raising its brand awareness and market share in the under-penetrated Asian market with China being the top targeted market
2) Growing its women's business in the North American and European markets
3) Increasing its men's business in North America and Asia
4) Maximizing e-commerce sales

SWOT Analysis

Strengths

Core Competence in design and merchandising: Coach has over 70 years worth of design archives to assist it in producing products for each season. This long history in the handbag/accessory market gives it a competitive advantage as it has a vast amount of previous designs to build off of when producing products for each season. This long company history has also given the merchandising team strong experience in developing consumer research capabilities and given it a keen sense of what its target demographic wants.

Multi-tiered pricing strategy: Coach’s product is classified as a "luxury" item but is accessible to a larger market due to the variety of price points that the company offers. These include high end retail and department stores as well as the cheaper factory outlets. Analysts have noted that this tiered pricing strategy is not common in the luxury goods industry, which on average has higher entry-level price points than that of Coach.　 This pricing structure allows the company to attract affluent consumers while also providing lower-income consumers access to a brand they would not be able to afford otherwise. Throughout the recession this has kept overall sales numbers stable though it has caused margins to dip.

Established brand name: Brand names are what allow companies in the apparel industry to de-commoditize clothing/accessory products and extract premiums from the market. Throughout its history Coach has developed a reputation for providing its customers both quality and value. This has helped the company establish a following of consumers that buy Coach products exclusively.

Lots of cash and almost no debt: Coach has a strong balance sheet which allows it to finance its operations internally. This is a huge boon to a luxury brand business in a recessionary economy and provides it with a strong financial competitive advantage as luxury competitors’ may not have access to such financing. This cash advantage allows Coach to expand without the need to rely on currently expensive (or unavailable) leverage.

Weaknesses

Geographic concentration: Coach currently relies on just the U.S. and Japan for 97% of its sales and it may be difficult to expand this limited geographic reach.

Coach is very limited in its expansion possibilities. Europe is entirely dominated by the elite European luxury brands while there is not yet a market for luxury items in many emerging markets. This leaves Coach with expansion potential in its existing markets: the U.S. and Japan. However, these markets are beginning to saturate and it may be risky to further expand in these markets in this economic environment. China is the major new market that Coach intends to expand in and this will be an extremely competitive expansion as the elite European brands will also enter the Chinese market.

Declining margins: Coach is experiencing declining margins on its products. This is primarily due to the economy’s impact on luxury brand purchases which has caused sales at its factory stores to increase as more consumers seek bargains. Coach has been relying on sales at its lower price points and though net sales have remained steady the margins have shrunk from 36.1% in fiscal year 2008 to 30.1% in fiscal year 2009. This is a troubling trend for a luxury company that relies on its brand to produce superior margins on its sales.

Opportunities

Expansion in the U.S., Japan and China: As previously mentioned Coach’s sales take place predominantly in the U.S. and Japan. The company’s CEO feels that, while the company has 330 stores in North America, that this market can support up to 500 stores. And while there are currently 155 Coach locations in Japan management believes that the Japanese market can support a total of 180 stores. With the rise of China’s middle and affluent classes the Chinese market has become increasingly important for luxury brands such as Coach. Over the next 5 years Coach plans to open a total of 50 retail locations in China and increase its market share from 3 to 10%.

Threats

Luxury brand susceptible to recessionary environment: Retailers have had to weather a　 HYPERLINK "http://www.wikinvest.com/wiki/U.S._Economic_Cycles" \o "U.S. Economic Cycles" difficult economic environment　since 2008. Consumers are unsure of their financial security as companies have resorted to laying off workers in an effort to cut costs. In an uncertain economic environment consumers seek to cut costs and save as much money as they can, and clothing is usually the first to go. Luxury clothing and accessory items, in particular, have been and will be affected the most in this New Normal economic environment.

Brand dilution: As a luxury retailer, Coach heavily relies on an image of exclusivity to fuel interest and sales of its products. A luxury company can lose its allure if the brand becomes too popular or too accessible. Coach risk’s losing this luxury status by selling through its factory outlet stores. This cheaper sales channel makes Coach’s product available to a different target demographic than Coach’s traditional luxury consumers. This accessibility to a lower end market may put off Coach’s high end consumers who value the exclusivity of the brand. In the long run this brand dilution may negatively impact both Coach’s margins and its brand image.

Four P's

 

Place:

 

Coach primarily operates in the United States, Japan, and East Asia. There are approximately 190 Coach stores in the United States. Of these stores 120 are retail and the rest include factory outlets, catalogs, and an online store. Outside of the United States 175 Coach stores are spread in 18

countries.
Product:

Coach Inc. is an American designer of handbags, leather goods, outerwear, travel

goods and accessories for men and women. Coach has been in existence for 64 years
maintaining the strongest brand in affordable luxury. 

Price:

Coach price range from  $100 to $500.00 US dollars

 

 

Promotion:

 

Coach has great success because of the strength of its brand. The brand has three

brand equities: Product innovation, Relevance and Excellent value. Product innovation

is implemented by designing fresh, stylish new products consistently. The company

offers new products that are innovative and relevant to the customers’ lifestyle.

 

 

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)
Coach Inc was founded in 1941 as a family-run workshop. In a Manhattan loft, six artisans handcrafted a collection of leather goods using skills handed down from generation to generation. Discerning consumers soon began to seek out the quality and unique nature of Coach craftsmanship. Now greatly expanded, Coach continues to maintain the highest standards for materials and workmanship. Coach’s exceptional work force remains committed to carefully upholding the principles of quality and integrity that define the company. We attribute the prominence of the Coach brand to the unique combination of our original American attitude and design, our heritage of fine leather goods and custom fabrics, our superior product quality and durability and our commitment to customer service.

Coach seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling. The Coach brand represents a unique synthesis of magic and logic that stands for quality, authenticity, value and a truly aspirational, distinctive American style. Everything we make, advocate or engage in reflects the attributes of the brand. Customer Satisfaction is Paramount. Our responsibility to our internal and external customers calls for impeccable service to ensure that their needs are always met. By treating customers like guests in our own home, we seek to establish long-term relationships based on trust and satisfaction. Integrity is Our Way of Life. Our success is rooted in uncompromising devotion to honesty and fairness where our people, our business and our community are concerned. We stand behind our products, staking our name and reputation on everything that we make. Innovation Drives Winning Performance. We constantly challenge ourselves to be the very best we can in every aspect of our business. We strive to be a nimble and flexible organization committed to increasing consumer and shareholder value. Our Success Depends on Collaboration. Our brand flourishes through our people. Coach brings together strong, collaborative people in a dynamic culture of mutual respect, support and passion for our brand and product. Our team bands together in the face of adversity and celebrates our victories.