Coach Brand Breakdown

Coach’s decline in the early 2010s wasn’t just about changing trends, it was a brand strategy problem. Heavy discounting turned what was once a coveted luxury brand into something overly accessible, eroding its perceived value and sending its market cap into a steep decline. But instead of abandoning accessibility altogether, Coach rebuilt with intention: refreshing its product line, targeting a younger audience, maintaining quality, and repositioning itself as an “affordable luxury” brand. That strategic reset worked, and today Coach stands as a textbook example of how brands can recover lost equity when pricing, positioning, and perception are aligned.

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