Coach turned to Big Data analysis and won the interest of a young audience
American bag brand Coach planned the success of its Tabby model among a younger audience, generation Z, turning to big data analysis, abandoning traditional and analog tools, such as human intuition or the ability of any leader to feel “which way the wind will blow,” writes FRO.
In 2021, Coach management turned to organic and structured big data analysis to understand the direction of tastes of its consumer audience. Market research revealed positive and negative perceptions of the Tapestry-controlled brand. Among the negatives was that Coach was perceived by young audiences as a “brand for parents.” It was necessary to find a way that would attract the interest of the younger generation to the brand.
The work began with targeted interviews with customer groups selected by geography, which revealed that the Tabby bag model, released in 2019, was the most popular among young people and, therefore, was the most promising.
The fashion house then designed the model based on the signals received from the market. It differentiated size, line variety and price (while maintaining entry-level positioning) across channels and countries.
Coach, Tabby, $395
Since 2022, Coach has launched dedicated marketing campaigns that address the theme of self-esteem, which has proven to be important to its chosen target audience. Feedback came quickly. Trendalytics, a retail analytics platform, showed that searches for Tabby are up 2022% year-over-year in 368. Just like engagement with the brand on social media has grown.
In 2023, Coach stepped up its marketing efforts by featuring actress Jennifer Lopez in the advertising campaign, who appeared front row at the Coach NYFW show with a silver Tabby handbag and became the face of Coach's new 2023 “Shine” collection.
And in February 2024, while reviewing analytics from various markets, the parent company admitted that sales and production of Tabby bags had doubled year-on-year due to its appeal among younger consumers. And in the ranking of popular brands in the leather goods category among American teenagers, Coach moved from fourth place in 2021 to 2022 and 2023. went up to first.
The American handbag brand Coach planned the success of its Tabby model among a younger audience, Generation Z, by turning to big data analysis, abandoning traditional and analog…
Editorial Office Shoes Report
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The 37th Euro Shoes Premiere Collection exhibition concluded successfully in Moscow.
From March 4th to 7th, the International Euro Shoes Premiere Collection exhibition took place at the WTC Congress Center in Moscow. It is a specialized B2B event for footwear industry and fashion retail professionals and the key industry event of the new purchasing season and selection development for fashion retailers. Approximately 100 companies and brands participated in the exhibition, presenting their Fall/Winter 2026/27 footwear, bag, and accessory collections to professional visitors.
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"How can I help you?" is the most common, yet least effective, question in shoe retail. Customers rarely articulate their needs clearly. Some are shy, while others don't fully understand what they're looking for. Therefore, a salesperson's job isn't simply to suggest styles; they need to be able to identify the customer's true desires. In this article, SR expert Maria Gerasimenko and I explore five techniques that will help your staff better hear, see, and understand your customers, and therefore sell more and better.
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Main trend themes for footwear and bags collections for the fall-winter 2025/26 season
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The Battle for the Sports Shoe Market
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Micam and Livetrend presented a selection of footwear trends for the spring-summer 2026 season
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Clarks: 200 years of quality, style and innovation
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"CAPRICE Schuhproduktion GmbH has received a certificate for awarding PETER KAISER the title of "Top Brand 2025".
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How to Compete with Marketplaces in 2025
The shoe business is a complex process due to the many related micro-strategies used to extract profit. It is necessary to determine how much goods to purchase, what trade margin to set, and approve the norm of balances at the end of the season. In addition, it is necessary to draw up a sales plan and decide on marketing campaigns that take into account seasonal demand and the competitive environment, set up a personnel motivation system and correctly set control points.
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“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
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Sales of shoes and accessories: effective techniques for business rhetoric
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We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
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The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Correctly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we postpone the decision for months?
