International luxury distribution: Coach and Polo Ralph Lauren

Abstract

A comparison between two garment companies has been undertaken in order to understand the brands and their international significance in all areas of growth, distribution, profit and finally the end-users i.e. satisfying the consumer demand. The two companies that have been targeted are "Coach" and "Polo". Excerpts from this comparison are:
Focus on International Distribution:
The aim for both brands is to increase and enhance the international distribution chain.
Coach: Prime focus will be on US & Japan markets, with a scarce presence in other countries, especially in Europe.
Polo: As it is inclined towards global expansion in Europe and Asia (GCR, JP, Korea, Russia, etc), its attention will be deviated towards this area.

Penetrating into new markets:
Coach: Aims at increasing the product selection and location thereby making it more widespread.
Polo: A contradicting statement highlighting the importance of maintaining limited assortments and locations.

Brand Strategy:
Coach: Confirms that a single brand will soon gain momentum in the business and provide acceptable Return On Investments.
Polo: Its understanding is that multi-brands need to be maintained. It would involve an extensive vertical expansion as against Coach.

Brand Positioning:
Coach: The products are trendier and suit the modern era. Further, they are accessible and affordable for the middle class sector.
Polo: The designs offered by Polo are the classic and elegant patterns. Its target market zone is the higher end segments (i.e. the higher middle class income group).

Design Philosophy:
Coach: Use young, well-known designers for seasonal collections.
Polo: Focus on in-house designers.