Stuart Vevers Reinvigorate Coach New Brand Strategy Will Be Reorganized

Recently, Stuart Vevers interviewed him. He talked about his understanding of luxury in the new era, his personal reasons for taking over Coach, his knowledge and inspiration for men's clothing market.

Although he did not directly shout out how he would continue to reinvigorate his performance, Coach, however, pieced together the details of what he talked about just to see his work as a creative director.

1. "since I have work to do, I will try to finish it as fast as possible."

Stuart Vevers is not born from "fashionable family". He was born in Tang Custer, England, and spent his youth in Carlile. This background is a natural resistance to the overly fancy fashion world.

"I am from the working class, and my methodology is more pragmatic.

Because I am decisive and efficient, some people think I am indifferent to some extent.

This comes from my class background attitude. Since I have work to do, I will try my best to finish it as quickly as possible.

2. "I work on Coach as" do something special ", an opportunity to explore fashion and luxury goods to do something new.

"I spent 20 years working in traditional European brands.

What Coach attracts me most is that although it is an old brand from the United States, it is young compared with most European brands.

I see Coach as a "special thing," a chance to explore new things that fashion and luxury can do, and also to think seriously about what luxury means for a new generation of young people.

"Luxury once meant formal and meticulous tailoring and social status, but I'm not sure whether these attributes are still future luxury goods.

So I'm forcing myself to think differently.

It's a good start to start thinking from an American brand, because T-shirts, motorcycle jackets, backpacks -- all the traditional products of luxury are born here.

Stuart Vevers, so that these casual styles combine exquisite handwork and humorous expressions, such as cartoon rocket print pants and dinosaur handbags, which seem to fill the youths with vitality.

"All of this is actually about fun, creativity, and trust you directly."

Stuart Vevers said, "one of the functions of the show is to create an emotional connection.

We launched the series, editors, highlighting that they felt right when they entered the store, but you had to make something exciting.

4. regardless of the popular elements of every season, Coach's design always points to the popular culture of New York.

No matter what the popular elements of every season are, Coach's design always points to popular culture in New York, such as the hip-hop group, the Beast Boy from New York, Broolyn, and the American artist Basquiat.

Stuart Vevers will use these elements in the design of ready-made clothes and installations.

"Many of my explorations at Coach are like celebrating every ordinary day.

The devices used include the American Road 66 called "Mother Road" or the gas station.

They are very consistent with the spirit represented by Coach.

5. the aesthetics of Asian male consumers has a great influence on the men's wear market.

"In Asian markets, men are very willing to express their personalities through fashion.

This consumption habit has great influence on the men's wear market.

In China, you can usually see a boy wearing a cool sweater instead of a suit.

This influence extends to Europe and America.

Men are becoming more and more daring in dressing up, and they will try some special accessories.

6. "all male consumers are concerned about the practicality of the package".

For Coach, bags and accessories are important businesses.

Stuart Vevers shows the former member of the British male music group One Direction, Zayn Malik, carrying a backpack of Coach, which has been exposed to social media.

"This super Coach bag is very practical, and is suitable for male consumers all over the world.

I chat with many consumers face to face, whether they are Americans, Europeans, Chinese or Japanese, all male consumers are concerned about the practicality of packages.

I like these feedback.

They would say, "what if we make another bag here?"

7. "if we want to make some difference, we have to dig a little deeper."

Looking for inspiration online, he usually encourages young designers of Coach to find some esoteric books to look at, rather than just looking at pictures on the Internet.

"If we use Google to search, we will use the same data as any other brand.

If you want to make some difference, you have to dig a little deeper. "

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8. "Instagram is like a world of discussion and dress all day long".

Although Stuart Vevers only started using Instagram last September, so far, he has 22 thousand and 900 fans.

"Amazing.

It seems that we have entered a world of discussion and dress, and they will discuss the details of fashion.

For example, I like to see a group of people who play skateboards in Canada.

In 2013, in the year of Coach's brand pformation, British designer Stuart Vevers steered the 75 year old American brand.

Before that, Coach has been in the doldrums for a long time, and its brand image is always associated with "discount".

Because of the sluggish sales, Coach is always compared with the US brand Kate Spade and Michael Kors, also known as "light luxury".

All 3 brands have similar problems -- over popularity has diluted the brand image.

And the problems that Coach faces alone are:

Too old, too much logo, too large discount and frequent, is defined as a serious premium brand.

It can be said that the arrival of the new creative director, Stuart Vevers, is to match Coach into a lifestyle brand.

Coach then expanded the product line, joined the parts of clothing and shoes, launched a large number of men's series, and put forward the "cheap luxury" positioning which was slightly cheaper in the past to "modern luxury".

In addition, under the leadership of Stuart Vevers, Coach set up a high-end product line Coach 1941, which is an important step for Coach to revitalize its brand strategy.

This product line is well received in the 2 fashion week of New York fashion week.

In terms of performance, the work of Stuart Vevers has been quite effective.

In August, the 2016 quarter financial year fourth quarter earnings report and some year-round results released by Coach showed that compared with the same period last year, the net sales of Coach increased by 15% in the fourth quarter, while net sales increased by 7% throughout the year, while sales of Coach stores in North America increased by 2%.

After graduating from University of Westminster, Stuart Vevers worked in the leather Department of Calvin Klein for three years, and then worked in Bottega Veneta, Givenchy and Louis Vuitton.

Before joining the Coach, Stuart Vevers was the creative director of Loewe, Spain's excellent leather brand. When he was in office, he reconstituted the brand's men's and women's business.

In addition, he served as the creative director of Mulberry, and led the brand to make several explosions in the early days of its establishment.

It seems that his experience is enough to make him understand the distance between "making exploding money and pommel horse" -- how deep and how fast consumers can love luxury goods.