欢迎来到51Due,请先 | 注册
关注我们: 51due论文代写二维码 51due论文代写平台微博
英国论文代写,英国essay代写知名品牌微信

Paper代写范文

为您解决留学中生活、学习、工作的困难、疑惑
释放自我

英国paper代写范文:strong luxury brand image

2017-04-26 | 来源:51due教员组 | 类别:Paper代写范文

本篇英国paper代写范文讲了Coach是服装,纺织行业中知名的奢侈品牌,销售服装,鞋子和手提包等配件,由于店面店面的不良品牌形象,美国的排他性在美国丧失。奢侈品牌现在正朝着更多的中高端客户迈进,而不是像以前一样服务于高端客户。本文分析了供应商,买家,竞争对手,潜在进入者,替代品和对该公司的补充。本篇英国paper代写由51due英国论文代写平台整理,供大家参考阅读。


Coach, the well-known luxury brand in the clothing and textile industry that sells clothing, shoes, and accessories such as hand bags, is losing its exclusivity in the US because of the tarnished brand image due to outlet stores. The luxury brand is now moving toward a more middle to high end customers rather than serving the high end as before. This paper analyses the suppliers, buyers, competitors, potential entrants, substitutes, and complementors to the company.

According to the 2014 annual report, Coach has its main suppliers from Vietnam, China, and the Philippines and maintains a high quality of raw materials used for production. It is beneficial to the business that Coach keeps its rigorous selection of raw materials used for production because without a high quality raw material, no high quality luxury bags can be produced. 

The company used to target buyers at the very high end. However, it is now slipping down to target more middle to high end customers because of a wrong step of promotional activities in outlet stores. After discovering that people will no longer buy their products at other retail stores, they were forced to offer even heavier discounts to attract more customers. However, this act is bringing down the customers from the very rich who can afford luxury items to more customers with higher than average consumption abilities. 

Coach has many competitors both in the luxury brands and the middle to high end clothing stores. Luxury brands such as LV, Michael Kors, and Gucci have all being doing a better job in terms of sales than Coach in recently years and if Coach’s brand image continued to fall in this trend, the customers can easily switch to its competitors. Even if Coach wants to enter the middle end industry, it will have competitors such as Gap and H&M who has already had its loyal customer groups.

Potential entrants includes smaller firms in the textile and design industry who is aiming to open up a new section in luxury items, or newly immerged brands who want to enter this industry. It will be relatively hard for newly immerged brands to compete with Coach because after all, Coach, as an early market entrant, has already built up its reputation and brand image. Even though the brand image might be falling and be associated with a lower purchasing power, consumers are less likely to buy from new luxury brands that nobody has ever heard of. The former kind of potential entrant is more of a problem. Other smaller firms or firms that target to the middle or low end such as Gerry Weber, Inditex, and H&M can develop a new luxury brand and separate it from its more well-known major brand just like what Toyota did with Lexus in the car manufacturing industry. While Toyota is a cheap brand and even those not so wealthy people can afford it, Lexus is separated from the image of Toyota and is a luxury brand itself. The clothing industry can also do that. For example, Banana Republic is targeting at the more professional group of customers while Gap and Old Navy target the more middle end customers.

Substitutes are largely the same as its competitors because for luxury items, most people do not care which brand it is. As long as they can show that their item is from a luxury brand, proving that they have this level of purchasing power, they will be satisfied. Coach have more substitutes in international markets because the foreigners in other countries can also buy local luxury brands. The problem of pirate products in some developing countries can also be a substitute for those people who cannot afford to buy real luxury. For a cheap price, some people buy pirate items since the others around them cannot tell the truth anyway.

The complementors to Coach include luxury clothing, other accessories such as watch and etc. While many of its competitors has already stepped into luxury watch production such as Gucci, Coach’s complementors might not be able to help Coach very much in boosting its sales because they have many competitors themselves. Another reason is that its complementors are also in the luxury brand, and if Coach cannot maintain its brand image, luxury item buyers will no longer seek complementary products from Coach anymore even if they might need a hand bag to go with a luxury watch. 

In conclusion, in such a tough business environment with many strong competitors, shifting buyers, substitutes and threat of entrants, how to maintain a strong luxury brand image is a problem for Coach.


要想成绩好,英国论文得写好,51due英国论文代写机构为你提供英国留学知识,专业辅导,还为你提供专业英国essay代写,paper代写,report代写,需要找英国论文代写的话快来联系我们51due工作客服QQ:800020041吧。——Ace


我们的优势

  • 05年成立,已帮助上万人
  • 24小时专业客服
  • 团队成员都毕业于全球著名高校
  • 保证原创,支持检测

英国站