Coach has been a mid-range brand since its birth, and its main sales target is consumers such as office workers. This is not to belittle. The main consumers of luxury goods are the middle class, not the rich class.

Coach's design in the last century is not novel, but its workmanship is quite solid and its leather materials are very fine, so it will become a national brand in the United States. By the 1980s, Coach was on the verge of extinction due to its old-fashioned design and the impact of European leather products.

1999, Coach borrowed the concept of ZARA to make himself younger and more fashionable, and adopted the famous concept of "borrowing light" in luxury marketing, that is, the store was opened next to LVGUCCI as far as possible, also endorsed by famous stars, and advertised at the airport. This store is also charming and cost-effective.

In Japan, Coach is the fastest growing brand of imported leather products and accessories in the past three years, and occupies the second largest market share. In the United States, Coach brand was specially rated as "the most gorgeous and precious brand" by the famous fashion magazine LUCKY. At Yahoo! In the auction search, Lu and He are the most inquired by netizens.