COACH

Projective Techniques

To better understand consumers’ perceptions of Coach, we showed our interviewees the following pictures and asked for their opinions of each:

*responses have not been edited to preserve their intended meanings

Female interviewees

a.     Coach Logo

   Age group
20s 30s 40s
Response Logo is fine. But don’t think that logo is deciding factor as to whether one would buy a Coach bag or not Simple, easily recognized, neutral feeling towards it Logo is well-recognized, a pity they positioned themselves as affordable products

b.     Coach Advertisements 

 

Age group

20s 30s

40s

Response Trying to be young, trying to make the brand more enticing for younger customers Trying to promote accessories but this attempt to give out trendy feeling is unsuccessful as advertisements and product collections do not match. Still, I will like to visit boutique to look at the range because of colour, trendiness and models. The advertisements feel like they are targeting the younger generation. They might successfully attract consumers to visit their boutiques but not buy. Advertisements don’t really mean much to me, prefer to go to the store itself to take a look.

c.     Coach Products 

I. Legacy Collection

 

Age group

20s 30s

40s

Response Can tell that Coach is trying to reach out to the younger segment with this new series as the colours are brighter and more ‘fresh’. But personally I would not purchase although I know its for the younger people because I don’t want to associate myself with Coach. Also because even though the designs from this collection are not bad, it doesn’t feel very representative of the brand. Like if I didn’t know about this new collection and I see someone carrying this bag on the streets, I wouldn’t recognize it as a Coach product. It’s nice but its totally not Coach-ish, because Coach is recognizable from its horse-carriage logo and the CCCC logo. I do not like the products in the first picture and would not buy them as they are in very dull colours. However, the bag in the second picture is a nice design and I will consider it. Overall, this collection is plain, simple and easy to match. Their new collection seems to want to attract younger people by using bright colours.

II. Madison Collection 

 

Age group

20s 30s

40s

Response Seems more suitable for the older working ladies The bags in the first picture look trendy but they are not my style because of the gloss material – too glossy. I do not like the colour combination and handle of the bag in the second picture. Seems pretty similar to the Legacy collection

III. Poppy Collection

  Age group
20s 30s 40s
Response The colour is very boring and the design is ugly. More for those old aunty kind. I think I wouldn’t even consider buying this for my mum. The colour of the bag is too dull and more for the late 40s. The design is alright for the second bag. Don’t fancy this collection at all, don’t really like the designs

IV. Willis Collection 

 

Age group

20s 30s

40s

Response More for younger working women. I think the red bag is quite cute, but like I said I wouldn’t want to buy Coach bags even though the designs might be appealing because I don’t want to be associated or seen with the brand. I rather pay more for brands such as Prada. I like it. The designs are quite unique. Don’t like the shape of the bag. Colours are okay

V. Hamptons Collection 

 

Age group

20s 30s

40s

Response Looks a little mature, but the material seems very soft. Think it would appeal more to the older working females/aunties who like big, roomy bags so that they can put in a lot of stuff. I like the design and colour Never seen it in stores before.

VI. Coach Classics

 

Age group

20s 30s

40s

Response The design is not very nice, but I like the fact how the one with the Coach monogram is representative of the brand. At one look, I can tell that the bag is from Coach. The red one looks cute and design would appeal to me, but I would not buy it because it’s not representative of the brand. What tells me that something is a Coach product is the horse/carriage logo and the monograms, which does not seem to be apparent in their new collections. They are suitable for the working class I think these are the ones which attract the middle-aged best. I have a bag from this collection.

 VII. Accessories

 

Age group

20s 30s

40s

Response I used to own a Coach wristlet because it was practical and affordable (as compared to the handbags or wallets etc), and especially so when bought from the US, so I usually associate wristlets with the brand. The other accessories just look very normal and unappealing. Nothing signature about their accessories, unlike Chanel necklaces, Tiffany&Co accessories. The design and colours are too exaggerated for sunglasses. Ring and bracelets are trendy. Wallets are too small. Wristlets are useful. -Prefer sunglasses from Prada or Gucci.-Have a wallet from Coach, bought it to add to my collection.

Male Interviewee

*Note that the male interviewee was not shown any pictures of Coach Advertisements due to the lack of advertisements targeting male consumers

a. Coach Logo

“The Coach logo had the potential to be branded as a more high-class brand.”

b. Coach Products

I. Briefcases

Picture No. (from left to right)

Response

1

looks like a dunhill bag, very manly

2

looks like a mattress

II. Messenger Bags

Picture No. (from clockwise)

Response

1

monogram reminds me of China men because this monogram has been copied so much!

2

design looks like Jack Spade bags but a more muted colour

3

boring, looks like any normal leather bag

III. Backpack

Picture

Response

the design reminds him of WWII, not a bad design

IV. Totes and Travel Bags

Picture No. (from clockwise)

Response

1

looks like a lady’s bag, can put a dog inside

2

Jack Spade- like design

3

Nice, standard travel bag, very David Beckham

V. Wallets

Picture No. (from clockwise)

Response

1

vintage, boxing feel

2

too old

3

monogram wallet feels feminine

4

nice leather colour

5

looks like a mattress and the “C” looks like the on/off button

VI. Tech Accessories

Picture

Response

very normal ipad case design

 

 

Advertisements
%d bloggers like this: