Coach Opening Store For Guys
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.
Mike Tucci, president of North America retail for Coach, told Dow Jones the
store represents a test to explore the “broader men’s opportunity for the brand
The new store, which will be located on Bleeker Street in New York’s West Village,
will measure 550 square-feet and sell business and travel goods including footwear,
fragrances, outerwear, small leather goods, timepieces and other accessories.
Mr. Tucci told Dow Jones that Coach views the store and others that
will follow “as labs where we compile an emerging men’s collection and evolve
our merchandising strategies.”
Susan Nelson, executive director of consumer insights at Landor Associates,
said Coach will be helped by “the lack of really great mainstream leather accessories
brands for men.”
Coach’s experiment is in line with others in the luxury segment including
Dolce & Gabbana, Salvatore Ferragamo and Hermes that have or plan to open
men’s only locations.
A Wall Street Journal report cited a survey of the wealthiest 10 percent
of households in the U.S. by the American Affluence Research Center, which
found men were not cutting back as much as women on luxury designer goods.
Discussion Question: What do you think of Coach and other luxury brands that
have built their businesses catering to females opening stores for men? What
will it take for them to succeed?
- Coach Plans Spring Opening For First Store Focused On Men – Dow Jones Newswires/The
- Rewarding Men With a Store of Their Own – The Wall Street Journal