Our respondents identified Kate Spade as a strong competitor, while less respondents identified Michael Kors as Coach’s competitor.
We then asked our respondents how Kate Spade and Michael Kors fare against Coach in the following aspects: value for money, after-sales service, in-store customer service, store layout, product variety, trendiness, design and quality.
Our results show that Kate Spade surpasses Coach in terms of trendiness and design, while it is on par with Coach regarding the other aspects. However, Michael Kors is perceived to be generally similar to Coach, with a slight edge in trendiness, design and quality,
Thus, to improve its competitiveness, it is crucial for Coach to work on enhancing customers’ perceptions of Coach, especially in relation to its designs, quality and brand image (trendiness).