Coach and Polo Ralph Lauren

Axelle B.

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Coach and Polo Ralph Lauren

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Abstract

International distribution focus :
Coach: mainly focus on US & JP, with limited presence in other countries, especially in Europe.
Polo: more interested in global expansion in Euro and Asia (GCR, JP, Korea, Russia, etc).
Factory outlet penetration :
Coach: more selections of product and locations.
Polo: limited assortments and locations.
Brand strategy :
Coach: Single brand.
Polo: Multi brands. More vertical extension than Coach.
Brand positioning :
Coach: Modern, fashionable. More accessible and affordable.
Polo: Classic, elegant. At higher end segments.
Design philosophy :
Coach: Use young, well-known designers for seasonal collections.
Polo: Focus on in-house designers.

An American story.
The Coach Brand.
1. Business philosophy.
2. Distribution business model.
3. Excellence formula.
4. Swot.
5. Competitions.
6. The ´win-win´ combination.
7. Will the excellence continue ?.
8. Geographical swot.
Polo Ralph Lauren Brand.
1. Major milestones of Polo Group development.
2. Brand extension.
3. Distribution strategy.
4. Distribution business model.
5. Retail strategy.
6. Retail financial figures.
Comparison of Distribution Coach and Ralph Lauren- Difference.
1. Comparison of business strategy.
2. Opportunities and challenges.
3. Swot- distribution and strategies.
4. Retail segment.
Bibliography

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[...] Keeping the High quality of the products Geographical SWOT Geographical SWOT (cont'd) POLO RALPH LAUREN Brand Superior quality design Craftsmanship Longevity & Timelessness Leading lifestyle luxury for men, women, children and home all around the world Major milestones of POLO Group development Brand Extension Vertical extension Horizontal extension Brand Vertical Extension Men's & Women's & Children's clothes & Accessories Brand Horizontal Extension Geographic location Polo Ralph Lauren Distribution Strategy Distribution Strategy Retail over 275 retail stores contribute over 40% of sales Wholesale half of total revenue Licensing more than 100 licensees contribute around 10% Distribution Strategy Manufacturing No in-house manufacturing facilities 350 contract manufacturers worldwide Distribution Business Model Retail Strategy Store Expansion A number of flagship stores in prime city locations to enhance brand image Support wholesale distribution Real estate and store build-out skill Gaining greater control over its brands and retail channels Bought out its licensees, such as childrenswear, part of its Japanese market and all of the Lauren line. [...]

[...] Brand positioning Coach: Modern, fashionable. More accessible and affordable. Polo: Classic, elegant. At higher end segments. Design philosophy Coach: Use young, well-known designers for seasonal collections. Polo: Focus on in-house designers. Opportunities and Challenges Emerging markets- new market development Online shopping- potential cannibalization Economic fluctuations Shifts in fashion Strong competitions from varied levels of brands Counterfeiting Dependence on senior management Balance between brand image and distribution level SWOT- Distribution & Strategies Retail Segment Polo Ralph Lauren Retail business includes three major groups and 2 [...]

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