Doug Stephens

Coach Opening Store For Guys

February 12, 2010

FROM RETAILWIRE:
Coach Inc. has relied primarily on women customers to build the luxury brand but now the company is turning its attention to the opposite sex with its very first store designed strictly for men. What do you think of Coach and other luxury brands that have built their businesses catering to females opening stores for men?      [more...]

I think this is a smart move but I'm not sure if they're doing it for the reasons I think they're doing it.

The reality is that designer women's fashion is going to be challenged over the next decade for two reasons. Economic challenges brought on by the recession and resulting in a return to saving and demographic challenges underpinned by an aging population.

Remember all those women that entered the workforce in the '80s and sent retail through the roof? They'll be steadily retiring over the next decade. With that, their need for new, designer clothes and accessories will diminish accordingly. There just won't as many women who need or can afford Coach merchandise.

With that in mind, extending the proposition to men as a backfill strategy makes perfect sense as long as they maintain their brand essence along the way.