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iMiss. Warissanan YimrattanabowornStudent number: 24034922Brand: CoachExtension Idea: IntimatesPages:69Word count: 7829Warissanan Yimrattanaboworn (24034922) certify that this is an original piece of work. I have acknowledged all sources and citation. No sections of the essay have been plagiarised.
iiAbstractThis project explores the strategic opportunity for Coach to expand its product line by introducing an intimates collection, aiming to enhance the brand’s market presence and business growth. The purpose of this study is to investigate how Coach can effectively tap into the growing lingerie market, currently projected to grow at 6.1% annually, by utilizing its reputation for affordable luxury and high-quality craftsmanship. Through market research, competitor analysis, and a SWOT analysis, the study identifies key opportunities for Coach to differentiate itself by offering sustainable, stylish, and high-quality intimates that resonate with Millennials and Gen Z consumers. The project also examines how Coach can implement a multi-channel distribution strategy, integrate AI-driven sizing technology, and leverage digital platforms like TikTok and Instagram for marketing communications. The proposed strategies aim to strengthen customer engagement, drive sales, and foster brand loyalty. With the right approach, Coach Intimates has the potential to generate 10-15% of the company’s total profit over the next 3-5 years, establishing Coach as a leader in the affordable luxury lingerie market.
1Contents Introduction to brand………………………………………………………………. 2Product or category expansion outline………………………………………...…... 4Market research........................................................................................................... 7Current situation research…………………………………………………….. 10Marketing mix and SWOT for the brand of your extension………………….. 10SWOT................................................................................................................ 13So What?............................................................................................................ 14Competitors.................................................................................................................. 16Intismissimi Marketing mix………………………………………................... 16Michael kors Marketing mix………..……………………………................... 18Michael kors SWOT………………………………………………………….. 20So what?............................................................................................................ 22Brand positioning map showing 10 different competitors…………………… 23Price stick chart ……………………………………………………………… 24Product LFL chart............................................................................................. 25Segment, target, position: customer information…………………………………. 27STP.................................................................................................................... 27Customer information page for your extension range……………................... 28Business expansion ..................................................................................................... 29Mission, aims and objectives…………………………………………………. 28Aims…………………………………………………………………………... 28Objectives…………………………………………………………………….. 28Extension product - the creative direction………………………………………… 30Moodboard research.......................................................................................... 30Colour research / pallets for the extension range………………….................. 30Styling detail research……………………………………………................... 31Material research............................................................................................... 31Silhouette details…………………………………………………................... 32Directional shop details………………………………………………………. 32Visual range plan……………………………………………………………... 33Outfit image 35Assortment planning………………………………………………………………... 36Promotion..................................................................................................................... 37Branding……………………………………………………………………… 37The extension packaging……………………………………………………... 39Content creation and marketing communication..................................................... 40Traditional marketing communications............................................................. 40Social media...................................................................................................... 40Static social media…………………………………………………………………... 43Trend Influence……………………………………………………………………… 44 Brand hashtags………………………………………………………………... 47Place………………………………………………………………………………….. 48Conclusions and recommendations……………………………………………….... 58Appendix …………………………………………………………………………….. 59Reference list ………………………………………………………………………... 61
2Introduction to brandFounded in 1941 in a Soho loft by Miles Cahn and six artisans, Coach began as a specialty leather workshop. It grew from a family-run business into a global leader in accessible luxury, recognized as the Original American House of Leather (Coach, n.d.).Coach gained popularity in the 1960s when Bonnie Cashin, its first lead designer, introduced colorful handbags with functional features like coin pockets. Her inclusive, freespirited designs reflected the modern attitude of 1960s New York, bringing a distinct lifestyle identity to the brand (LoveToKnow, n.d.).Emphasizing craftsmanship and lasting quality, Coach believes \"better-made things create a better-made future.\" The brand is committed to making a positive impact on people, communities, and the planet. Positioned in the Bridge segment, Coach blends creative design with practicality, making luxury accessible while staying modern and relevant (Coach, n.d.).
3Mood board - Coach
4Product expansion outline This study explores various fashion segments from couture to sustainability, with a deeper focus on Balenciaga and Coach womenswear. Chanel and Dior are the most active brands based on available products, while Baldinini is the least active. The study examined Coach due to its strong brand success. Findings show that most product segments are covered by leading brands, except couture, cosmetics, activewear, intimates, and swimwear. Leather goods remain the most prominent. These gaps present opportunities for new product lines based on consumer demand and market potential.Where for existed product line for some unavailable product segments for some limited collection.
5Ansoff MatrixSo What? Based on the Ansoff Matrix, Product development is the best solution, as it’s quick to implement and aligns with the growing intimates market. Expanding Coach’s intimates line is a strong opportunity to build trust and customer loyalty through emotional brand connection.Market Development• Open their own vintage products website • Expansion in India and China• Customization options for Coachtopia: platform to allow customers to customize their own bags with sustainable materialsDiversification• Beauty service (coach beauty studio): beauty consultations, luxury spasMarket Penetration• pop-up: selling vintage product(titoker promote such as Dixie D’Amelio, Charli D’Amelio)• Open their own vintage products website • Partnerships with Online Retailers: Net-a-Porter, Farfetch, or SSENSE and some eco-friendly platform such as The RealReal• Celebrity and Influencer Collaborations: Emma Chamberlain, Wisdon Kaye, Barbie Ferreira Product Development• Intimates clothing (vintage design): pajamas, loungewear. Incorporate classic Coach design elements like leather detailing and the signature logo.• Active casual items like leathertrimmed yoga pants or a Coachbranded high-performance sneaker. Incorporating smart fabrics (UV-protective fabric or clothes that change color with temperature) • Cosmetic products: skincare: serum, moisturizer, face mask. makeup (coach elegant package): natural ingredientsNew MarketsExisting MarketsNew ProductsExisting Products
6Market Research:Global Lingerie Market Analysis: Growth Trends, Key Segments & Forecasts (2023-2030) The global lingerie industry was valued at USD 88.32 billion in 2022 and is projected to reach USD 141.81 billion by 2030, growing at a 6.1% annual rate. Growth is driven by increasing awareness of product fit, rising millennial populations, and higher spending power among women. Briefs led sales in 2022, while shapewear is the fastest-growing category. Asia Pacific dominates the market, followed by North America. Online sales are rapidly increasing, though offline channels still hold a significant share. Key players like Victoria’s Secret and Calvin Klein focus on inclusivity and technological innovation, ensuring continued industry expansion.Coach key point of succuss from reinventing Modern Luxury for Global SuccessCoach has become an international fashion and lifestyle brand, based on the authenticity, quality, craftsmanship, and value. It is positioned as a modern luxury brand – to offer the access to the high-end fashion and trend without spending tons of money. In partnership with Studio Sofield, Coach has reimagined its stores to combine its New York heritage with creativity, and energy. Marketing campaigns, customer service and store renovations have been aggressive in its transformation. China is still a significant market for the company with strong e-commerce growth and high brand ranking on Sina Weibo. The international sales account for 35% of the revenue and are expected to grow further with the help of cultural awareness and strategic reinvention.Intimates Marketing: Shifts and StrategiesIn its report, WGSN argues that Intimates has become an important growth category with youth, comfort, and sustainability as the key focus to address them. Marketing today is more about empowerment, confidence and celebrating everyday people. Most brands are no longer using conventional notions of masculinity and femininity to promote inclusion of marginalized peoples; since people are now more than ever spending a lot of time indoors, comfort is a concern which has resulted in the introduction of softer fabrics and more versatile products. Sizing remains a big issue. This is also important: Sustainability is important as well, and there are new brands that are creating ethical collections that are meant to last. Millennials and Gen Z prefer to buy from brands that have a purpose and are not afraid to take a stand. Positive Message: Display lingerie as something that helps people feel good about themselves and supports all the body types. The main idea is to make people feel proud and happy about themselves. Different Collections for Different People: The diversifying of target customer Go Green: The development of the product with environmental friendliness in mind.
7Summary of Coach's Marketing Strategy (2024):Coach is expanding its market share by making luxury more accessible, engaging digitally and diversifying products. Coach's rebranding strategy enhances its global presence without compromising on its heritage. Coach’s target market is middle-class and upper-classcustomers, and it has a tiered distribution model (flagship stores, outlets, wholesalers) along with a strong digital presence on Instagram, Facebook and YouTube. Growth strategies involve flagship store expansion, men’s accessories and strategic partnerships. To combat counterfeiting and market volatility, Coach enhances branding and authenticity. Coach also follows influencer collaborations, aggressive marketing and content strategies across social media.
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9Current Situation Research:Base on Primary Research: Marketing Mix and SWOT:The marketing mix of Coach (7P’s)1. ProductCoach designs products that meet customers' needs and wants by balancing functionality, style, and durability. While primarily offering leather goods, the brand expands into accessories, clothing, and home decor to appeal to diverse consumers. Its products seamlessly fit into everyday fashion, making them practical and stylish. The brand’s most popular products, especially bags, cater to those seeking luxury with affordability, ideal for work, social status, and casual use. By focusing on quality, versatility, and accessibility, Coach successfully meets customer demands while maintaining its reputation as a modern luxury brand.2. PriceCoach operates as a mid-range luxury brand, offering products at various price points to cater to different consumer segments. Prices range from $150 to $600 (or £150–£350 for clothing), balancing affordability for budget-conscious shoppers and exclusivity for luxury buyers. It is pricier than regular brands but more affordable than top-tier luxury names like Louis Vuitton. Coach holds seasonal sales and promotions, making luxury accessible and also making customers feel they’re getting luxury at a bargain. High-end items offset the lower-cost everyday products. Consumers see Coach as offering good value, with quality leather and design justifying the price. Middle-class shoppers find it a balance of style and value, while wealthier buyers view it as an entry-level luxury brand.3. PlaceCoach ensures easy access to its products through strategic distribution in physical and online stores. It operates 303 stores globally, with flagship locations in high-traffic areas like Regent Street, using eye-catching seasonal displays and a luxury ambiance to enhance the shopping experience. Products are organized thoughtfully for customer to choose the perfect product that fit their preferences and budget. Online, Coach’s official website offers a seamless shopping experience with high-resolution images, product details, customization options, and order tracking. Coach products are also available in department stores like Westfield and Selfridges, as well as duty-free airport shops, catering to tourists and frequent travelers. Both physical and online stores maintain a cohesive luxury brand image.4. PromotionCoach promotes its brand through diverse marketing strategies, including magazine ads, billboards, TV commercials, social media, and event sponsorships like New York Fashion Week. Collaborations with designers, artists, and celebrities like Jennifer Lopez boost brand awareness. Coach focuses on relatable campaigns with diverse real people rather than airbrushed celebrities. It leverages digital platforms, including TikTok, Instagram, and Weibo, to engage younger audiences. There were quite a lot of customers who bought the products after seeing the social media content. In stores, graphics, screens, and personalized service
10enhance customer experience, with staff providing close assistance. Despite limited in-store tech, customers can access e-commerce services. By blending traditional and digital marketing, Coach effectively drives sales and brand loyalty.5. PeopleCoach’s people play a crucial role in delivering a premium customer experience. Each store typically has around 10 staff, including sales assistants, personal shoppers, and security. Dressed in business-casual attire with the Coach logo, they maintain a professional yet approachable image. Sales assistants provide product knowledge, styling advice, and care tipswhile assisting customers in making purchases. Coach enhances the shopping experience with personalized services such as monogramming, custom designs, gift wrapping, and VIP styling consultations. These offerings create an exclusive and welcoming environment, ensuring customers feel valued while reinforcing the brand’s luxury image and commitment to service excellence.6. ProcessThe coach has a very simple way of delivering its products to customers through multiple payment options and a quick checkout in-store and online. All the products can be returned to the stores or by mail and there is a clear returns policy. The online shopping has very clear categories, filters and a very easy checkout process that can be done within 3-4 clicks. Some of the delivery options include standard, express and gift delivery services which are well understandable to the customers. These selling processes are in sync with the competitors like Michael Kors and Kate Spade, offering easy returns, quick delivery and ease of in store services, thus making the customer’s experience pleasant.7. Physical evidenceCoach’s physical evidence strongly supports its luxury brand image. The brand uses highquality elements such as branded tags, elegant store décor, and signature packaging and shopping bags to create a premium shopping experience. Products are presented in stylish black or brown boxes, which enhances the luxurious feel. In-store displays also highlight Coach’s New York heritage and craftsmanship, reinforcing the brand’s authenticity. The stores are usually spacious, with best-selling items—mainly bags—placed on the main floor to catch customers’ attention. Other products and services, like personalization options such as embossing and decorative patches, are displayed in the basement to offer a more exclusive and customized experience. However, these services and products often go unnoticed by many customers.
11So What?When expanding the intimates line, Coach needs to target of Millennials (Gen Y). They can buy expensive lingerie that is both luxurious and affordable since they can pay for it. This generation also pays attention to their appearance and loves wearing lingerie that would make them feel good for themselves as well as for some special occasions. To attract them, Coach should advertise on Instagram and TikTok and collaborate with influencers who are likely to appeal to this age group. The information about Coach’s market mix reveals what makes the brand successful by its values, variety of styles and prices, and focus on the right customers.These strategies can help guide the development of the intimates line, to develop products that would be appropriate for Millennials (Gen Y) and provide a good price range.
12Analysis of SWOTStrengths• Attract big group of people (Interview): Wide product range and pricing attract many customers.• Strong brand recognition: Well-known luxury brand with quality and unique style. Also, due to the investment in brand advertising.• Long history (Coach UK, 2025): Due to the trust that the brand has built consistently since 1941, customers believe in its quality. The brand also has a strong customer database to further expand its direct-to-customer reach.• High quality product in affordable price (Interview): Coach’s emphasis on quality as well as its price competitiveness • Sustainability and social responsibility (Deppen, 2024): Sustainable and socially responsible actions target modern, environmentally aware consumers. • Personalization and customization (Coach UK, 2025): The ability to tailor products is an effort to satisfy consumers’ demands for individualized experiences. • Strong brand image through advertising (Tapestry, Inc., 2024): Building and maintaining a positive brand image through strategic and consistent advertising campaigns. • Prime store locations (Tapestry, Inc., 2024): Located in high-traffic, popular areas makes it easily found and easily accessed. • Easy-to-choose layout: The layout is designed to make it easy for customers to pick what they like and what fits their budget.• Nice service: The staff are attentive and easily accessible to all customers.• The design reflects their ideas and attracts the right target customersWeakness • Limited silhouettes for target customers (Deppen, 2024): This can be a problem for the appeal to diverse consumer needs and potential growth, as it is. Limited silhouettes are a problem for target customers. • Unsuccessful customization efforts (interview): Personalization efforts haven’t met target group needs.• Lagging online sales (Deppen, 2024): Though Coach has not adopted e-commerce to the fullest, it has missed out on the growing retail segment. • Lack of new styles (Deppen, 2024): Slow updates may lose customer interest.• Weak sales in other product segments (interview): Only handbags are driving sales, while other product categories have not gained customer interest.
13• The building is large, but some areas are hard to reach and don’t catch people’s attention.Opportunities• Product diversification into intimates: Helps Coach reduce reliance on handbags and attract new customer segments.• Developing more innovative products: Continual innovation keeps customers engaged and differentiates Coach from competitors.• Strengthening e-commerce presence: Boost reach and convenience.• Enhancing loyalty programs: Increase repeat purchases.• Renovate the store to make other product segments more noticeable.Threats• Intense competition (Interview; Patel, 2024): Competing brands with similar value propositions threaten market share.• Reliance on handbags (interview; Patel, 2024; Statista, n.d.): Overdependence on one product category makes the brand vulnerable to changes in demand or trends.• Unsuccessful customization (interview): Could waste resources.• Overreliance on department stores: Heavy reliance on this channel makes Coach vulnerable to shifts in retail strategies or closures.• Changing fashion trends (Patel, 2024): Brand may fall behind.• Shift to online retail: Slow digital transition may lose market share.So What?The new intimates line can enhance customer loyalty by fostering a personal and emotional connection through storytelling-driven advertising. Since intimates are closely tied to comfort and confidence, they are ideal for building trust. Coach’s reputation for high-quality, affordable luxury reinforces this confidence.The collection will feature classic, simple designs that align with Coach’s brand identity, incorporating the logo for a luxurious touch. Eco-friendly and sustainable production will appeal to environmentally conscious shoppers.To boost engagement, Coach can offer a customization service for members, allowing customers to securely submit their measurements via the website or app. AI-powered sizing technology or 3D body scanning can ensure a perfect fit, creating a personalized experience that encourages membership sign-ups. A simple sizing tool can further streamline the process for both customers and the company.
14Intimissimi product chart Product type styles Range shapematerials Price point corePrice point fashionPrice point high fashioncommentLingerie Bras, panties, bodysuits, and corsets for women.Core, Fashion, High FashionCotton, organic cotton, natural cotton, microfibre, viscose, modal, micromodal, silk, lace, tulle, macraméMidrangeMid to premiumHighendIntimissimi offers a variety of elegant and comfortable lingerie pieces, utilizing high-quality materials to ensure both style and comfort.Sleepwear: Pajamas, robes, and nightgowns made with soft materials like silk and cotton.Core, FashionSilk, cotton, modal, micromodal, satinMidrangeMid to premiumHighendTheir sleepwear collection combines luxury with comfort, featuring soft fabrics suitable for a restful night's sleep.Men’s ProductsSome underwear and loungewear for men.Core Cotton, modal, microfibreMidrangeMid to premiumN/A Intimissimi's men's line focuses on quality basics, providing comfort and durability for everyday wear.Other Items Stockings, tights, and leggings.Core, fashionNylon, spandex, microfibreMidrangeMid to premiumN/A These items complement their main collections, offering versatile options for layering or standalone styling.
15The marketing mix of Intimissimi: 7P’s1. ProductThis brand designs timeless lingerie and sleepwear from silk and cotton, high quality fabrics. The designs are simple, classic and versatile, can easily wear them with any style. Each piece is designed for the woman who wants to feel confident, comfortable and pampered in her everyday life. The brand caters to those who appreciate sustainability and have no use for trendy pieces that last only a season. The collection consists of bras, panties, bodysuits, pajamas, robes, men’s loungewear and accessories like stockings and tights. The sizes range from XS to XL and the bra sizes are 70-100 (A-F cups). Also promotes sustainable practices through eco-friendly materials and responsible production, as part of the #intimissimicares campaign.2. Price• Mid-Range: Affordable luxury between mass-market and high-end brands.• Example Prices: Lace bra (£39), cotton panties (£12), silk pajama top (£45).• Promotions: Frequent discounts like \"Buy 3, Get 1 Free\" & seasonal sales.3. PlaceIntimissimi on Regent Street is a large store in a busy and central shopping area. It has a clean and modern layout, with products displayed on hanging rails, shelves, and folded on tables. The store features soft lighting, gentle background music, and a fresh scent, creating a warm and inviting atmosphere. Displays are organized by color, style, and type, with some items shown on mannequins. Prices are clearly shown on item tags.• Online: Clean website design with easy navigation & smooth checkout.• Omnichannel Shopping: Customers can check stock online & request in-store assistance.4. Promotion• Branding: Visible logos, elegant packaging, and in-store displays focused on comfort & sophistication.• Campaigns: Digital & in-store marketing emphasizing sustainability & premium quality.• Social media: Strong presence on Instagram, Facebook, and website promotions.• Sales Promotions: Regular discounts & bundle deals.5. PeopleThe store has 5–10 staff, including sales assistants, cashiers, and security. Staff are easy to identify by their black or professional outfits and name tags. They are approachable, helpful, and knowledgeable about products. Sales assistants often
16support customers in making purchases. The store may also offer additional services like personalized assistance.6. Process• In-Store Experience: Simple layout, guided shopping with knowledgeable staff.• Checkout & Returns: Fast, smooth transactions with easy return policies.• Online Shopping: User-friendly website, fast checkout, order tracking.7. Physical Evidence• Branding is clearly visible on store signs, displays, and interior design. Packaging includes branded boxes and bags, which look attractive due to their quality and the brand’s reputation. The store doesn’t communicate much about its history or heritage, mainly showcasing product photos.So What?Intimissimi offers a diverse range of intimates, including a men’s line, catering to various tastes with delicate lace, soft fabrics, and sophisticated designs for daily wear and special occasions. Its key value propositions are luxury quality, comfort at an affordable price, and elegant European styles, with a focus on sustainability. The brand’s accessible pricing, strategic discounts, and strong online presence—supported by influencers—have helped it reach a broad audience.Since Coach shares a similar value proposition, its intimates line must differentiate itself beyond quality. Intimissimi faces criticism for product longevity, presenting an opportunity for Coach to emphasize durability as its main value. Coach should highlight premium, long-lasting fabrics, ethical production, and sustainable luxury through storytelling. The design should feel timeless, luxurious, and exclusive, making customers believe it’s an investment piece rather than just another intimate item.
17The marketing mix of Michael Kors: 7P’s1. ProductMichael Kors offers men’s and women’s fashion, including clothing, handbags, shoes, accessories, fragrances, and watches. Handbags are especially popular among preelderly and elderly women. The brand features both trendy runway pieces and timeless staples, known for stylish design, high-quality materials, and luxury appeal. Products are well-crafted using premium materials like leather, wool, and metal, made to last with care. Sustainable options, such as recycled materials, are also available.2. Price• Michael Kors, a luxury brand, maintains high-average pricing.• Affordable Store pricing aligns with competitors.• Some examples:Leather tote bag: 350 GBPLogo-print sneakers: 150 GBPWool coat: 400 GBP• Discounts are offered during off-peak periods to boost sales. This is some of the key ideal that many costumer are buying.3. PlaceLocated in a luxury area, the building has four floors, with each floor designed in a different style. The store windows reflect the brand's luxury image and showcase current collections. Inside, products like clothing, handbags, shoes, and accessories are displayed neatly on racks, shelves, and tables. The atmosphere is warm and elegant, with soft lighting, background music, and a fresh scent. Mannequins are styled with full outfits, and displays are organized by collection and color. Prices are shown on product tags or small cards.4. Promotion• The store uses branding elements like signage and screens to promote collections.• Window displays feature mannequins, lifestyle photos, and digital content to attract the target market.• Advertising campaigns utilize promotional materials from the store windows.• New collections, sales, and sustainability campaigns are promoted in-store and online.• Promotions are shared via social media, website banners, and emails.
185. People• The staff includes sales assistants, personal shoppers, and security guards.• Employees wear stylish, non-uniform clothing, typically black.• Staff are well-trained, offering friendly, knowledgeable service to assist customers.• A personal shopping service is available for a bespoke experience.6. Process• Checkout is smooth and pleasant, with staff ready to assist.• Returns are easy, as long as customer requirements are met.• Online purchases are quick, requiring just 3 to 5 clicks.7. Physical Evidence• Store atmosphere reflects luxury and elegance – soft lighting, scent, and visual displays.• Products are beautifully presented in glass displays, with a well-organized layout and color arrangement.• Packaging is sleek and elegant, prominently featuring the Michael Kors logo.• Shopping bags and gift boxes are stylish, reinforcing the brand image.
19SWOT of Michael korsStrengths • Wide Appeal (Osum, 2024): Offers a range of styles and price options, attracting a broad customer base.• Strong Brand Recognition: A leading luxury fashion brand.• High-Quality Products (Osum, 2024): Provides luxury items at affordable prices.• Clear Brand Positioning (Osum, 2024): A stylish, luxury brand for fashion-conscious urban women.• Multi-Channel Distribution (Osum, 2024): Integrates physical stores with a seamless online shopping experience.• Strong Social Media Presence (Osum, 2024): Highly active across platforms like Facebook and Twitter.• Affordable Luxury (Osum, 2024): Balances luxury appeal with accessibility.Weakness • Limited Variety & Repetitive Styles (Interview): Designs can feel similar and uninspiring, with recycled colors and fabrics.• Perceived Quality Issues (\"Plasticy\" Feel) (Interview, Bhasin, 2019): Some customers complain about declining product quality and a less luxurious feel.• Small Target Market (Interview): Primarily caters to affluent customers, limiting its reach.• Brand Overexposure (Osum, 2024): Presence in many outlet stores and frequent promotions risk diluting its luxury image.• Lack of Innovation (Bhasin, 2019): Criticized for not introducing enough fresh and original designs.Opportunities• Innovation (Khadelwal, 2023): Develop fresh and unique designs to stay competitive.• E-Commerce Growth (Khadelwal, 2023): Strengthen the brand’s online presence to attract tech-savvy shoppers.• Sustainability (Khadelwal, 2023): Align with consumer demand for ethical and ecofriendly fashion.• Digital Expansion (Khadelwal, 2023): Invest in digital marketing for broader audience reach.• Strategic Collaborations (Khadelwal, 2023): Partner with brands to create exclusive offerings.Threats• Intense Competition (Interview): Faces strong competition from other luxury and affordable luxury brands.• Changing Fashion Trends (Osum, 2024): Rapid shifts in fashion require continuous adaptation.
20• Retail Shift to Online (Khadelwal, 2023): The rise of e-commerce challenges traditional retail strategies.• Low Brand Switching Cost (Interview): Consumers can easily switch to similar products from competitors.• Counterfeit Products (Khadelwal, 2023): Fake products damage brand reputation and lead to revenue losses.
21So What?• Multi-Channel Distribution: The brand successfully combines physical stores with a seamless online shopping experience, offering special discounts that attract many customers. However, this approach may affect its luxury image, so Coach should focus on balancing online convenience with the brand’s premium perception.• Lack of Innovation: Competitor stores have not introduced as many fresh and creative designs compared to Coach’s current brand innovation.• For the extension, combining innovation to fabric will become the new unique selling point that customers need.
22Competitors: Analysis and Position MapBrand positioning mapCompetitive analysisCompetitor list: Micheal Kors, Marc Jacobs, Kate Spade, Tory Burch, Dooney & Bourke, Cole Haan, Prada, Juicy Couture, Mansur Gabriel and Brahmin.Kate spadeMichealKorsCoach , Tory BurchDooney & BourkeColeHaanPradaJuicy CoutureMansur GabrielBrahmin , Marc JacobsExpensive CheapLow quality High quality
23Price Hierarchy and StrategyJournelle holds the top luxury position, offering high-end, designer lingerie that empowers women. Pricing varies, with more intricate designs priced higher. Its positioning is similar to Coach, serving as a strong reference for Coach's intimate line pricing.Skims ranks second, with basic shapewear priced £30 to £80 and complex designs over £100. It maintains customer loyalty through consistent pricing.Victoria’s Secret ranks third, known for premium pricing and exclusivity. However, it leans toward accessible luxury with mass-market appeal, unlike Coach’s heritage and craftsmanship.Coach’s intimates line should be positioned between Journelle and Victoria’s Secret, offering a broad pricing range.• Entry-level: £46-85• Mid-range: £54-130• Premium: £68-250• Special collections: Up to £532Product LFL, ChartBra Calvin KleinVictoria secret Intimissimi Skim JournelleExit 45-55£ 59-65£ 49-59£ 56-68£ 140-250 for some special design up to 600£Mid 35-45£ 35-49£ 39-49£ 46-54£ 90-130£Entry 20-35£ 19-35£ 25-35£ 38-46£ 25-85£
24Product to compare Product Price Styling details? And added value details?Fabric composition/ weight/weight, finish/washSize rangeAvaliableonline/instore. Delivery times/changes etc.Zivame : At Work Padded Wired 3/4Th Coverage T-Shirt - Black9£Medium padded cups: Light shaping & nipple coverage.Underwired: For extra support and shape.3/4th coverage: Prevents side spillage.Polyamide Elastane 30,32,34,36,38 (fro all a,b,c,d,dd,e sizes)Online devlivery 4-7 daysHanes Originals Women's Contour Bra, MoistureWicking Stretch Cotton13£Flattering V-neckline with Hanes branding.Wirefree with padded cups for shape & support.Adjustable, convertible straps for multiple styles. Cotton-rich, moisture-wicking fabric with spandex. Soft, breathable comfort all day. Hand wash recommended for durability.95% Cotton, 5% Spandex S,M,L,XL,2XL5-7 days shippingCalvin Klein : Lace Maternity Bra 40£Soft, stretchy lace for comfort from bump to baby.Drop-down clips for easy nursing.Broad elastic underband for flexible support.87% nylon 13% elastane S, M, L, XLOnline delivery 4-7 days30 days refundVictoria secret: Black Non Wired Lightly Lined Shine Patch Bra39£No wires, but full support.Smooth shape with thin foam pads.Supersoft fabric for all-day comfort.Signature rhinestone logo patch.53% Cotton, 36% Modal, 11% Elastane.32,34,36,38A,B,C,D,DD,Online delivery within 2-3 days
25Product to compare Product Price Styling details? And added value details?Fabric composition/ weight/weight, finish/washSize range Avaliable online/instore. Delivery times/changes etc.Intimissimi : Tiziana Natural Cotton Triangle Bra35£Natural cotton with lightly padded, non-wired cups.Side boning for added support.Adjustable straps with hook option for sporty or versatile styling.Simple, practical, and comfortable choice.82% Cotton10% Polyester8% Elastane32,34,36,38A,B,C,5-7 daysHunkemoller: Lola Padded Underwired Bra - Black26£Padded cups for shape.Underwired for support.Adjustable straps.Lace cup details with a cute bow.Sexy and elegant look.Pair with matching items.100% TBD 32,34,36,38A,B,C,D,DD,Business days probably around 7 daysSkim: MULTIWAY BRA 58£Lightly lined cups with underwire support.Removable straps with 4 strap loops – 30+ styling options.Plunge neckline with silicone grip for hold.Side boning for extra support.Wear as halter, strapless, crisscross, and more.Compatible with bra extenders for low-back styles.72% Polyamide / 28% Elastane, Bra Wing Lining: 55% Polyamide / 45% Elastane32,34,36,38,40,42,44A,B,C,D,DD,,F,G2-3 days business days
26Segment, target, position: customer profileCoach is an accessible luxury brand offering high-quality, stylish products at more affordable prices than traditional luxury brands. It targets middle-income consumers aged 20-40 who seek premium goods with a classic yet trendy aesthetic. Coach's product range includes handbags, footwear, clothing, accessories, watches, fragrances, and home décor, emphasizing craftsmanship and durability.Key customer segments include:• Gen Z (20-27 years old): First-time luxury buyers drawn to affordability, design, and sustainability (Coachtopia).• Millennials (28-40 years old): Professionals who prioritize quality, design, and brand heritage.• Men’s segment: A smaller but growing market interested in rugged yet stylish designs.Coach stands out for its craftsmanship, premium materials, and classic American style. Competing with Michael Kors, Tory Burch, and Kate Spade, it’s distinguished by a strong brand identity, heritage, and functional designs.
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28Business Expansion: Mission, aims and objectives“To become the company that defines global modern luxury.”Expansion & Profit Growth Goal: Generate 10–15% of Coach’s total profit from the intimates line within 3–5 years.Objective: Achieve $300M in revenue and $80M in profit in year one, with 15–25% annual growth. Maintain a 60% gross profit margin and contribute $100M–$150M to Coach’s total profit in 3–5 years. Establish the line as a luxury product, build a strong customer base, minimize costs, and drive sustainability through selective retail, e-commerce, influencers, and exclusive partnerships.Brand LoyaltyGoal: Increase loyal customer purchases in the intimates line.Objective: Convert 10% of Coach’s loyal customers in year one and grow to 20% in three years. Position the line for body confidence and style. Offer an exclusive service using AI/3D scanning for perfect fits via the Coach app, creating a personal and premium experience that strengthens brand loyalty.Sustainability & Waste ReductionGoal: Cut waste and promote sustainability.Objective: Reduce intimate product waste by 50%, use 100% sustainable materials, eliminate 80% of single-use plastic, and implement a take-back/recycling program for 60% of products by 2025.
29Extension Product: Moodboard, Visual range Plan and Extension InformationMoodboardExtension information: Trend influence, styling, material, colour and details : Color pallets for the collection#421017 – Dark Maroon#ECE9DD – Beige #90815A – Olive Brown #B9907C – Soft Salmon#7D222B – Deep Red #402519 – Dark Brown #101012 – Black#BE807A – Dusty Rose
30Material researchStyling researchPeace Silk: Luxurious,smooth, breathable,and hypoallergenic.Organic Cotton: Soft,breathable, and ecofriendly. Great for thelining of intimatepieces.Modal or MicroModal:Extremely soft,breathable, andmoisture-wicking. Idealfor comfort-focusedintimates.Recycled Lace:Maintains a luxuriousand feminine look fordetails like trims andoverlays.Bamboo Fabric: Softlike silk, breathable,and naturallyantibacterial.TENCEL™ Lyocell:Smooth, durable, andmoisture-wicking with asilk-like feel.Recycled Polyester:Can replicate theappearance of satin orsilk for lacey or sheerdesigns while beingdurable.Elastane or RecycledSpandex: For stretchand durability in brasand panties.
31Silhouette detailsDirectional Shop DetailThere are three products that have been inspiring from direct shopping, with some key takeaways. 1. Lounge uses colorful underwear to attract customers, showing how color can drive appeal. Coach can apply this by using its signature New York-inspired color palette, classy, neutral tones to create a unique identity for its intimates line. Lounge £40 Wacoal £50 Intimissimi £752. Wacoal’s Plunge bra stands out for its comfort and stylish lace detail. It shows how a good shape can make the upper body look better while still feeling soft and comfortable on the skin.
323. Intimissimi’s simple design uses 100% silk, offering warmth, softness, and comfort that perfect for sleep and cold seasons. It’s a great example of how high-quality materials can make lingerie feel luxurious without losing comfort.Visual Range PlanThe design has been built to suit all tastes and provides a color palette that is coherent with the Coach brand. The collection features the Coach logo integrated into the designs, which captures the brand's signature look for intimate apparel. The Tabby Shoulder Bag with Pillow Quilting in multiple colors and the Heart Crossbody Bag in Signature Canvas with Cherry Print are some of the inspirations from Coach's best-selling bags, such as the Tabby Bag Collection. The collection is built on the popularity of these iconic designs in the intimates category, making it a cohesive double-set offering for Coach enthusiasts. As a result of aligning with the aesthetic and appeal of Coach’s existing bestsellers, this collection is less likely to pose a risk while, at the same time, it will appeal to the loyal Coach customers and new buyers. Furthermore, the designs are in line with Coach’s mission of fashionable clothing for everyone, every day, every occasion, thus providing a variety of price points for different customer segments
33Outfit images
34Assortment planningStyle DescriptionMaterials Colour Product TypePrice AttributeSelling PriceStyle Quantity EstimateSelling ValueTwo-Tone Lace Underwire BraletteRecycled Lace - 55%, Recycled Polyester - 35%, Recycled Spandex - 10%Multi-tone Fashion Best/Exit 150 500 75000Faux Fur and Silk RobeLikely Silk - 70%, Faux Fur - 30%Brown and Beige Hero Best/Exit 300 300 90000Silk & Lace High-Slit NightgownPeace Silk - 70%, Recycled Lace - 25%, Recycled Spandex - 5%Black/White/Red Hero Best/Exit 200 400 80000Quilted Pajama SetModal or MicroModal -60%, Recycled Polyester -30%, Recycled Spandex -10%Brown/Beige Core Best/Exit 200 600 120000Quilted Cross-Front NightwearMicroModal - 60%, Recycled Polyester - 30%, Recycled Spandex - 10%Multi-tone Fashion Better/Mid 100 700 70000Quilted Pajama Set (Shirt & Shorts)Modal or MicroModal -60%, Recycled Polyester -30%, Elastane/Recycled Spandex - 10%Brown/Beige Core Better/Mid 90 800 72000Faux FurLined Nightwear SetTENCEL™ Lyocell -50%, Recycled Polyester -30%, Bamboo Fabric -20%Brown Fashion Better/Mid 130 600 78000Floral Lace Wireless Bralette SetOrganic Cotton - 50%, Recycled Lace - 40%, Recycled Spandex - 10%Red/White/Brown Fashion Better/Mid 120 700 84000Eye Mask Organic Cotton - 50%, Recycled Lace - 40%, Elastane/Recycled Spandex - 10%Beige Core Good/Entry 54 1000 54000Organic Cotton Bikini PantyBamboo Fabric - 80%, Recycled Spandex - 20%Multi-tone Core Good/Entry 55 1500 82500Floral Lace Wireless Bralette SetOrganic Cotton - 50%, Recycled Lace - 40%, Recycled Spandex - 10%Pink/Beige Fashion Good/Entry 60 1200 72000Organic Cotton Bikini PantyBamboo Fabric - 80%, Recycled Spandex - 20%Multi-tone Core Good/Entry 70 1400 98000
35PromotionBranding PhysiqueCoach focuses on quality, craftsmanship, and timeless design. Known for its \"C\" monogram, premium leather, and structured silhouettes, it blends heritage with modern style.Coach Intimates should showcases luxury fabrics like silk blends, lace, and elegant embroidery. The sensual yet timeless aesthetic blends vintage influences with sophistication and comfort. Premium packaging includes rigid boxes, magnetic closures, satin pouches, and branded tissue, with exclusive touches like embossed logos, foil stamping, handwritten notes, and fragranceinfused interiors. The color palette features black, ivory, red, and brown.Personality The brand has a lifestyle, sophisticated, confident, and modern look with a touch of nostalgia. It is a brand that makes you feel confident, sensual and expressive and elegant without being too flashy. Coach Intimates should give confident, sensual and expressive, but not in a bold and over the top way. It should be an empowering brand, not a overtly sexy one. It should have the heritage craftsmanship and the contemporary, fashion elements, to appeal to those who can appreciate comfort, beauty and sensuality in their lingerie. Supporting the idea of empowering women to be shown.CultureCoach embodies American craftsmanship, New York’s urban energy, and inclusive luxury, with a commitment to innovation, sustainability, and inclusivity. Coach Intimates reflects these values, redefining everyday luxury through:1. Ethical Production – Using organic, locally sourced materials and eco-friendly techniques.2. Diversity & Body Positivity – Offering inclusive sizing and gender-fluid designs to make everyone feel confident.3. New York Heritage & Modern Sensuality – Blending classic elegance with contemporary expression.4. Stylish Functionality – Ensuring comfort and style for all-day wear.RelationshipCoach’s company-operated stores (online in the U.S. and Asia) offer affordable luxury for selfexpression, nostalgia, and individuality—echoing campaigns like \"Courage to Be Real\" and \"Wear Your Shine.\"Coach Intimates should deepen its emotional connection by redefining lingerie as self-care and self-love—more than just clothing, but a daily affirmation of confidence and sensuality. Key strategies include:
36• Personalized Experience – In-store and virtual styling consultations to help consumers feel understood.• Complete Self-Care Packages – Bundling lingerie with matching perfumes, silk robes, and skincare products.• Inclusive Messaging – Ads featuring diverse body types and identities, reinforcing that luxury is about feeling confident, not just appearance.Self-imageCoach embodies classy, elegant, clean, simple, and comfortable luxury—never outdated or flashy. It represents fashion-conscious, stylish, and feminine self-expression rather than wealth. Often seen as a \"gateway to luxury fashion\" (Fonseca, 2015), Coach offers high-end appeal without exclusivity.Coach Intimates should promote an intimate wear lifestyle that blends self-expression, wellness, and understated chic. The collection is designed for those who seek luxurious yet practical intimates for both special occasions and everyday wear—making them feel effortlessly confident, empowered, and comfortable in their own skin.ReflectionCoach embodies class, comfort, femininity, and confidence, appealing to those who value quality without excess. Coach Intimates presents consumers as stylish, refined, and effortlessly confident. Prioritizing elegance and comfort as self-expression, it blends heritage luxury with modern sensuality, redefining lingerie as a symbol of self-care and empowerment.
37The Extension Packaging: Coach muse
38Content creation and market communicationMarketing Communication of Coach: Secondary research of coach marketing Coach builds its luxury image through bold visuals, elegant design, and heritage storytelling. The brand combines traditional and digital marketing. Coach embraces a digital-first approach to engage Gen Z and Millennials, blending social responsibility, pop culture, and aspirational messaging.The brand fosters trust and authenticity through campaigns like “Courage to Be Real” and supports education, arts, cancer research, HIV/AIDS advocacy, and LGBTQ+ rights. It stays on-trend with celebrity collaborations and nostalgia-driven marketing. Coach supports causes such as LGBTQ+ rights strengthen emotional connection. With messages linking confidence to products, this strategy keeps Coach modern and appealing aligning well with its new intimates line.
39Integrated Marketing Communication (IMC)Traditional media Daily Weekly MonthlyPrint Ads(Magazine,billboards)Yes yesTV, Radio yes yesDirect mail yes yesDigital media Daily Weekly MonthlySocial media (Instagram,Tiktok)yes Yes yesInfluencer Collaborations yes yesAffiliate markting yes yes Yes Coach has expanded from traditional to digital media, with TikTok as its most effective platform. Campaigns leverage cultural moments and nostalgia to engage young consumers. Influencers like Brandon Nguyen highlight product quality, while celebrity endorsements from Paris Hilton, Selena Gomez, Megan Thee Stallion, and Jennifer Lopez boost visibility. Selena Gomez as a “muse” and Megan Thee Stallion’s Met Gala mini purse further reinforce Coach’s fashion influence.So What?Influencer marketing continues to dominate, with 86% of companies planning to use it by 2025 (Statista, 2023) and 69% of consumers trusting influencer recommendations (Social Shepherd, n.d.). Micro-influencers (47.3% of all influencers) are becoming more crucial, showing that smaller creators can drive significant engagement. Given that 70% of Gen Z and Millennials prefer short-form videos over reading product descriptions, the best marketing
40strategy for Coach Intimates is to focus on TikTok and Instagram video ads, leveraging both micro and mega influencers for real-life try-ons and reviews. Sponsored influencer content showing real movement, fit, and styling tips will create trust and direct purchase intent.Another key strategy is retargeting ads to re-engage potential buyers. Consumers rarely purchase lingerie on their first visit to a website, and cart abandonment rates are 26% (Khalid, 2023). TikTok and Instagram’s in-app shopping features make one-click purchases easy, reducing lost sales. Retargeting reminders effectively bring customers back, making it one of the most underutilized yet powerful tools in digital marketing (46% of SEM professionals, Saleh, 2013).Beyond advertising, Coach Intimates will build an emotional connection, positioning itself as a trusted, supportive companion—like a best friend offering advice, comfort, and confidence. This aligns with Coach’s existing “going back home” concept, reinforcing warmth and familiarity. In-store personnel will provide personalized styling and comfort advice, making customers feel valued. The brand’s digital presence will include interactive AI styling recommendations, engaging stories, and community-driven content, ensuring consumers feel a sense of belonging.By integrating fashion, health, and self-care content, Coach Intimates will go beyond just selling lingerie, becoming an essential part of customers’ lives. With a strong focus on inclusivity, emotional connection, and an omni-channel experience, the goal is to build lifelong customers who see Coach as a trusted partner in confidence and comfort.
41Static Social Media Key words: Timeless design, impeccable craftsmanship, accessible, classic, modern Social media moodboard
42Trend influenceAlli Schapel (33.2k followers) is an ideal micro-influencer for Coach Intimates, embodying a classy, timeless aesthetic. Based in NYC, her elegant yet modern style aligns with luxury brands. With a highly engaged audience, she builds trust and authenticity, making high-end fashion feel accessible—perfect for refined yet wearable intimate wear.Dani De Boulay (19.2k followers. is an ideal choice, advocating for mental health and selflove. She reshapes intimate wear as a symbol of well-being and confidence, making her a powerful brand ambassador.Lize Dzjabrailova (7 million followers)
43With a 7-million-strong global audience, primarily women aged 18-35, she is the ideal partner to promote the new coaching line worldwide. As a self-development and mental health influencer with a close, trusted relationship with her followers, she makes it easier to engage potential customers. (Murray, 2024)Selena Gomez (422 million follower)Selena Gomez, one of the most-followed celebrities, has collaborated with major brands, including Coach, Louis Vuitton, and Puma. Her 2016 partnership with Coach drove significant growth, increasing social media followers by 50% and engagement by 81% in a year. Her selfdesigned ‘Selena Grace’ handbag also led to a 2% rise in Coach’s stock price the next day (Billboard, 2017).
44Emma Chamberlain (14.9 million followers)Emma perfectly embodies the brand’s “girly sister” image. Her authenticity makes her feel like a friend or sister to her audience, seamlessly blending high fashion with casual comfort—ideal for a stylish yet wearable line. She excels in discussing self-care, mental health, and balance, strengthening her credibility. With a strong bond built on honesty and humor, she creates relatable content that naturally showcases the intimates line’s style, durability, and comfort while reinforcing her “big sister” energy.
45Brand hashtags#outfitofthenight #vintagelingeriesdesign #coquette #luxurylingeries #stylinglingerieforoutfit #hyperfeminine #womanpowerment #thebeautyofnyklingeries #viraltop #LingeriesLover #intimateApparel #iconic #selflove #Coachuk #thatgirl #bethatgirl #thatgirlaesthetic#coachgirl #girlythings #coachpower #girlytherapy #coachtherapy #coachmuse
46Place Storefront and Windows• Large glass windows and a grand door offer a clear view of the lavish interior.• Curtains, mannequins, and arranged intimate apparel on a crafted bed and couches show how pieces fit into everyday life.• The exterior is striking yet maintains a luxurious, simple aesthetic.Lighting System• Soft golden lighting creates a relaxing ambiance, like a New York rooftop.• Chandeliers and red floral pendant lights enhance femininity, while spotlights highlight key products in a modern, cozy setting.• Dressing rooms have warm lighting for relaxation and bright lights for an exclusive luxury feel.Decoration Elements• Velvet or leather seating in rich red enhances the boutique's elegance.• Dark wood shelves with custom metal accents present merchandise in an elegant, easy-to-access style, like a personal designer wardrobe.• The boutique resembles a New York penthouse with cityscape wall designs, velvet sofas, and heavy curtains.• Gold furnishings and mirror walls create a cozy, spacious feel.Product Display and Arrangement• Mannequins showcase premium lingerie collections, allowing customers to examine fabrics closely.• Custom shelves and luxurious racks provide an easy browsing experience• Dressing rooms with oversized mirrors, upholstered seats, and plush carpets enhance the shopping experience.Cabinets display everyday items, organized by collection and color for easy selection.Customer Experience and Sensory Elements• Highly trained employees create an engaging, pleasant shopping atmosphere, assisting with fittings and style selection.• Soft jazz or slow R&B music enhances the luxurious, private setting.• Customers can grab a fabric token to indicate if they prefer to shop independently or with staff assistance.Color Palette and Branding• Deep reds, warm golds, and neutral tones create a private, elegant atmosphere.• Matte black walls, dark wood, and layered lighting enhance the aesthetic, especially leading to the fitting rooms.
47Lounge - Westfield, White CityThe store has big and clear windows that give a clear vision to the inside and the decor is feminine, with a rose designed letter 'L'. Campaign photos are taken outside to encourage people to come into the store. The bras and panties are hung on hangers, the bras are sorted by color and displayed with screens that show how the bras look like when worn. The panties are folded properly and the displays which are near the mannequins and in the lounge are also very elegant. The products are sorted by style for easier access.