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Coach's Brand Positioning Strategy

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Coach’s brand positioning can be created as “accessible luxury” market. The price of Coach is an important source of competitive advantage for the luxury market. Coach’s strategy focused on matching key luxury rivals in quality and styling while beating them on price by 50% or more. Financial results and stock price performance proved to be stellar from $555 million in 1999 to more than $4.2 billion in 2012. Moreover, Coach is highly competitive due to a low market entry barrier. More and more luxury goods corporations have expanded their operations in emerging markets through Internet. The middle-class conservative woman around the world can be considered one of Coach’s key target market.
Is this strategy a money maker?
This strategy is a

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