Coach: SWOT analysis

Strengths

–          concept called “Accessible Luxury” which means matching luxury on quality of bag while making it affordable

–          introduction of new and fresh styles and collections

–          monthly product launches used in introducing new product

–          affordable prices made available to middle-class customers

–          customer- oriented employees

–          wide range distribution by using catalog and email as means of selling

–          full- price stores categorized into three namely; core locations, fashion locations, and flagship stores

–          appealing brand to customers

–          stores made available in US and Japan, top two countries in selling luxury bags and other collections

Weakness

–          growth of luxury industry

–          retail stores where most customers may not be seen

–          maintenance of discounted price

Opportunities

–          Continued growth of luxury industry in Europe an in Asia

–          Middle class customers looking for affordable luxury bags

–          New technologies for distribution and selling methods

–          Laxity of regulating the industry

Threats

–          regulations of the industry due to competition with top brands in the industry

–          counterfeiting

–          demand for a lesser price or more discount from customers

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