Coach, founded in 1941 in New York, the United States, its brand positioning belongs to the mid-range grade, the price is usually around four or five thousand yuan, so it is regarded as a light luxury brand.

However, with the entry of LV, PRADA and other big brands into the U.S. market, Coach's sales were once greatly impacted. In order to cope with the competition, Coach adjusted its strategy and turned to the light luxury route. This shift brought them back from the dead and successfully stabilized the U.S. market.

After stabilizing the U.S. market, Coach began to expand globally. Their store locations and quality were on par with the big European brands, but at a more affordable price. In this way, Coach gradually became the first choice of consumption for Chinese urban women.