Footwear relaunch a success for Coach
01/08/2013
“In fact, footwear went to almost 12% of the business immediately and stayed at that level for the fourth quarter versus about 7% in the year ago quarter,” said its president Victor Luis.
The company turned to footwear to “reinforce its fashion credibility” after disappointing sales of handbags - its core business.
The collection featured ballet flats, heels and casual styles and Coach is planning to introduce “more dominant fashion footwear assortments” in international and wholesale locations by autumn.
“We’re focused in building our market share within this fragmented $20 billion global category,” added Mr Luis. “We’re evolving our mix and growing overall penetration levels across all of our businesses. Over the next few quarters the level of innovation across all product categories will continue to increase, adding emotion while strengthening fashion credibility and relevance for the brand.”
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