Coach is currently seen as very much of a feminine brand, and this may deter our potential male customers from wanting to associate themselves with Coach. Furthermore, the awareness of a men’s line in Coach amongst our target market is very low and our products do not appear in their consideration sets when they are thinking of purchasing luxury apparels or accessories. With Coach starting off as a men’s wear brand to begin with, it is ironic that the brand does not strike a chord with our male target market. As such, we aim to improve or change the image of Coach in male consumers’ minds, and to increase awareness of Coach’s men’s line.
We plan to rebrand this line extension and it will be called: Coach For Men.
The font used for the words ‘For Men’ was specifically chosen to exude masculinity, independence and toughness.