Coach: SWOT analysis

Strengths
–          concept called “Accessible Luxury” which means matching luxury on quality of bag while making it affordable

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–          introduction of new and fresh styles and collections
–          monthly product launches used in introducing new product
–          affordable prices made available to middle-class customers
–          customer- oriented employees
–          wide range distribution by using catalog and email as means of selling
–          full- price stores categorized into three namely; core locations, fashion locations, and flagship stores
–          appealing brand to customers
–          stores made available in US and Japan, top two countries in selling luxury bags and other collections
Weakness
–          growth of luxury industry
–          retail stores where most customers may not be seen
–          maintenance of discounted price
Opportunities
–          Continued growth of luxury industry in Europe an in Asia
–          Middle class customers looking for affordable luxury bags
–          New technologies for distribution and selling methods
–          Laxity of regulating the industry
Threats
–          regulations of the industry due to competition with top brands in the industry
–          counterfeiting
–          demand for a lesser price or more discount from customers

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