Coach is one of the most popular and successful leather brands in US market. Coach represents the innovative style and traditional techniques of American fashion. With the concise style, durable quality and exquisite craft, Coach has a good reputation of consumers. It was founded in 1941. During the 1990s, COACH met the bottleneck in its development process. By 1995, the company ushered in a turning point that found Lew Frankfort, who is the redeemer in the history of the company. COACH began to restore vitality after he entered as the CEO. Lew Frankfort believed that in the advanced modern society, it’s not enough to meet the request of customers only by quality and function. What the customers mainly cared is the needing of emotion, to be exact, they are care about whether it is pleasure and beautiful to keep the products by hand. Therefore, he focused on improving the emotional needs of Coach.     Shortly after assuming office, Lew Frankfort invited a new designer, Reed Krakoff. He put forward the famous 3F idea of new product – Fun, Feminine, and Fashionable, which give the direction of COACH. Throughout years of development, we can see its core competitiveness include three aspects: price position, fashion design and sales channel. Price position When making the market position of COACH, Lew Frankfort confirmed the idea of the entry level of luxury. Most lethal measure is that the average price of COACH almost is half of its rivals such as Louis Vuitton and Gucci in big shopping malls. Fashion design After Reed Krakoff is working for COACH, its product line is in constant expansion of new product, such as watches, footwear, jewelry, hats, scarves and gloves. Later, the joining of a series of dresses added new vitality to the entire COACH family. When light handbag is more and more popular among female consumers, COACH has made a series of products to meet the tide. Sales channel The advantage of Distribution channels also is a key factor in the success of COACH. In order to increase efficiency, in the 1990s COACH began to strengthen integration distribution channel strategy to unity together all senior department stores, specialty stores and COACH website. Mail and courier service have joined the unified distribution activities. Until now, COACH Company operates over 200 retail stores in the United States and also has more than 200 stores overseas. With all these advantages, Coach now is a chief American designer and maker in the flied of luxury lifestyle handbags and accessories.U-B497