My Theory on the Coach Marketing Strategy 👀 

Coach is slowly but surely positioning it’s brand to move up another level into the luxury tier. Their bags designs have been on point, marketing strategy, price increases and also limited quantities will do it! Loved this topic! ❤

I noticed the marketing as well with the new tabby denim 20 and the immediate lack of availability-although many influencers have had it for weeks. This made me notice that I was actually being “influenced” and I decided against buying the bag. I want to ensure that everything I buy is something I really like and not because of being unknowingly driven by a “perception” of hype or demand.

I think your analysis is spot on. Particularly with certain pieces. It feels like they’re creating another level of COACH retail, and the quilted TABBY is definitely one of the bags on that level

Sis the FOMO created by Coach has also made some of us turn a blind eye to their price increases as well. As a loyal customer of the brand I don’t like their new marketing approach either. At the end of the day I decided not to purchase anything and wait for the sales.

I've also noticed the outlet having less and less selection for retail items lately. So I do notice this pattern too.

It is interesting to hear your sharing on this. I realised I’m not alone on this matter. I’ve been observing too that coach is keeping up with the current trends in product design & marketing and it’s working. I believe for any companies, having good products to begin with, pairing it with good marketing strategy, it will take off.

I agree with the free advertising from social media, quite cleaver and cost savings on Coaches part. 😊

As a former SA, we have a lot of Coach for life clients, who wait for the sale…. They learn the cycle and decide purchasing at full price isn’t a priority. I totally agree, Coach is trying to elevate, and they have mastered FOMO, in a season where high end bags are too overpriced. I love Coach, but the timing is marketing genius.

Agree! The pillow tabby was more available! Then they teased us SOOOO much with the quilted studio bag and the leather chain strap which was sooo baller to see. Then they kept those over our head for 4-5 months until they brought them in store! Incredible video Millie! You dissected this to a T!!!

Yes this is classic FOMO marketing. H wrote the book on this, and LV has made it modus operandi. The only thing that bugs me about Coach is that they GIVE bags to influencers while the rest of us actually BUY our bags, subsequently subsidizing their “gifts” to influencers. Of course all they care about is revenue. I don’t think they care about core old school collectors. I buy bags from Coach that I want. I don’t like the Tabby bags, for example, so Tabby hype doesn’t work on me. But Swing Zip hype absolutely worked on me, because I like the bag.

You are absolutely right about everything. I always felt that Coach was a more “honest” company that didn’t play games like the luxury brands. However after my experience in store and online with the denim tabby…. I am over it. I am a handbag lover, but I am not going out of my way to chase a Coach bag.

Great video! This completely resonated. You broke all of the logistics down from A-Z with Coach's latest sales tactics. I was almost going to purchase a bunch of the latest quilted Coach tabby bags but I realized there are actually other handbags that I would rather purchase first, especially when I realized the company had re-listed these "sold out" handbag items for sale. I think these bags are beautiful. However, I do agree that the recent Coach craze might be because of the "marketing" tactics with social media (Tiktok) etc. acting like these items are sold out and never to come back, rather than if these bags are worth the actual value and a purchase necessity of right now. Thanks for putting this video out. It is truth.

Love all of your points. I noticed a color at coach retail will then go to coach outlet. For example coach did Tom Wessellman and then they did an outlet version and it had the same print. Retail also had the color Flower Pink. I am hearing a new collection featuring Flower Pink will release this month at the outlet. The the reserve collection just had soooo many items at 50-60% off! Crazy cheap prices! And yes it ruins it for folks who buy coach at full price.

I agree with what you said here. As a long-time "Coachie”, I am getting a little annoyed.

I noticed this with the Swing Zip bag and how it’s a lot harder to get certain bags. It’s giving me Chanel and LV demand and supply from 2020-22. It’s working though. I will definitely pay full price to get the Swing Zip when it comes back in stock as I don’t want to risk missing out on it. To me, it sucks paying full price, but a dupe or an alternative just won’t cut it for me with that bag.

I work in Marketing as well and you’re spot on about their marketing tactic and creating “limited” fomo. A lot of the Coach bag content we see on TT or even here on YT (myself included) is free advertisement lol as I don’t believe those big Coach influencers are actually getting paid by Coach. But they get better sales numbers to report if customers purchase from their store. I also purchased a runway piece and really wished those bags had some kind of special markings on them. Feels bad that they made it seem special but they just re-released the same exact ones. The only that hasn’t been re-released is the vivid purple version of the quilted tabby. In terms of them going the luxury route though. I think over time, this marketing strategy will not work well for them. For one, even though brands like LV and Chanel do the same thing, those are legacy luxury brands that have prestige to their name. Coach will never be seen as “luxury” as the whole reason they have blown up in the last couple of years is because it’s somewhat affordable and are great quality bags. But if you use the same strategy and are expecting people to constantly buy their “limited” bags, over time people will realize that 3-5 coach bags could equal a Louis Vuitton bag or some other luxury brand.

Coach has been doing this for years but most didn't notice because Coach wasn't as big on social media with unboxings/reviews, etc. Now that more influences/YTers are sharing their Coach purchases, people are suddenly noticing. Coach has also played some games with fuzzy math at the outlets for years but that hasn't been talked about. They have had increases on pricing as high as 30% in the last year but I don't see that talked about either. Everyone always focuses on LV, Hermes, and Chanel price increases or exclusivity/stock issues, etc.

All great points you have raised and I agree with your theory. I understand the idea behind exclusivity especially in the leather goods industry. What I will never understand though is why they will still produce so many units where these seemingly 'exclusive' pieces still end up at the outlet. You are so right in saying we should question why we are buying. I now only buy Coach bags full price if i know it is my style, my personality and adds to the careful curation of my collection. That way, I'm not as hurt if I see a bag I paid full price for end up on sale for 40, 50 or 60% off 💛

I have definitely notice the shift! This video is spot on, you raised some great points. I feel like Coach marketing is building their sales strategies very similar to the other Designer brands like Gucci, LV and Chanel. Great discussion and TFS~

Thanks so much for sharing your theory and thoughts on this topic. I think you are spot-on! I remember watching your video of unboxing the “limited edition” lipstick stain version of the Tabby, but when I saw it selling again on the Coach website a few days ago, I was so confused. I’ve only been a fan for about 2 years but never saw much coach stuff sell out but now, I do see that a lot with their popular items including the Tabby. I hope they can be more transparent about their items rather than playing these marketing games - I feel like they will lose their reputation as a reputable quality affordable luxury brand and just turn into TikTok fast fashion hype. Thanks for posting!!! Loved this video a lot 🎉

yes, I agree with you thanks. It was a great video to watch. I happily scored the denim signature riya on Amazon mismarked at 395 before they figured it out😂

Excellent video! I have also noticed that Coach has significantly changed their marketing strategies. I love your take on this and totally agree ❤.

Great video Millie!! I appreciate the thought and time you put into this topic. I have been thinking about this a lot.

Great topic! 💜

I genuinely want to add the coach quilted tabby in black. I have always wanted a Chanel medium classic flap and this is really close to it! I agree with your analysis… I have noticed the FOMO being created and really at this point, I’d rather wait for it to go on sale bf I buy! It’s crazy how these bags get sold out!!

Millie great dissection of this topic! I personally never seen a Coach employee show coach items on social media, but I’m not in any coach groups or TikTok. However, I would say you are dead on about the free marketing on social media. They have realized they have a lot of ride or die fans of their brand and are using that to their advantage, which I am ok with. They developed that fan base over the years due to their brand and what they provide. However, the tricks with the limited availability and scarcity is a problem. But I think they do this for they know their Coach customers know everything eventually goes on sale. This drives their customers to not wait and pay full price instead. Honestly for the tabby’s I’ve been all over the place since their pillow tabby. But I’m always hesitant to buy an item when there is too much hype around it until I see it in person or something exceptional about it. The quilted tabby’s have my whole heart, but I want to make right decision for me. So I’m taking my time.

Recently found your channel. Great video and I agree with you. I purchased 2 bags from coach outlet because I thought I got a good deal after checking the website constantly and I am now not sure whether I bought those because I like them or because of fomo or sales. Love this video. ❤

I thoroughly enjoyed this video. You are totally right about the free advertising and how Coach is trying to give the illusion of scarcity for some of their handbags. I have definitely gotten caught up in the hype.

Great video! They use actors and fashion icons that promote their bags. Also us RU-vidrs have been obsessed with them also! I am! 🤣. They really are great at marketing their bags! Tfs 💙

I’m a long time customer and im so happy coach is creating hype about there well made items.

Great video. I have noticed recently that some who purchased a Tabby & shared their purchases are now sharing that they returned the bag(s) & why. I've been a long term Coach loyalist & I definitely fell into the category of customers who learned to wait for the sale. However, now I just purchase more intentionally as their product line isn't as enticing to me as, say, the 1941 collection of year's ago. In addition, I have access to what used to be a flagship store with wonderful sales associates. Those SAs have all left & staffing is a revolving door so no relationships can be established. Very interesting strategies for sure.

Louis Vuitton has been doing it for years. Coach is just now catching on. Obviously there are new marketing strategies and a revamp to their overall look. I’m really not surprised.

I agree wholeheartedly with your theory. I am a long, long, long time consumer of almost exclusively Coach. I am hoping that they decide the loyal customer is VALUABLE. With that said, it appears that greed in sales is HUGE these days with many lux brands using cheaper quality materials and Channel not gold plating their hardware any more, etc. Unfortunately, this may lead to me buying fewer items, or doing business with other lesser known brands. We will have to see. I do admit, I receive excellent customer service when in store, especially when they view my purchase list on their computer and that I LOVE. Great customer service goes a LONG way with me. Poor service and you will never see another dime of my hard earned money. Thanks for your thoughts.

I totally agree with you.

I agree. Been watching TikTok a lot and craving certain purses that are hard to get because I’m late finding out about them 😂

Your observation is so value, I think I have to agree. However, at the end of the day it’s a business practice, that all businesses practice. I don’t blame them, Coach is company that always been underrated and I believe they deserve their moment, just like other higher end brands. Their service and quality is there. I’m not mad at them at all, and I’ve been a Coach lover for over 30+ years and will continue regardless what their current “marketing plans” are. That’s my 2 cents, but again your observation is valued.

I used to be obsessed with Coach 10 years+ ago. I personally feel that the increase in outlets and decrease in quality of outlet bags cheapened the brand. I walked away from it. The new Tabby has got my attention though. The quality looks amazing for the price point. Whatever the Marketing team is doing has me interested in Coach again. 😊

Thanks for sharing 👍 😊 😊

Hi Millie, they are absolutely using scarcity as a marketing strategy. They have done this for a while, but it’s been amped up. They are using the same tactics that the luxury houses use. They don’t have as many sales as they used to and there are fewer items going to the outlet. Their median prices have gone up over the last two years. Many people equate higher prices with better quality and more prestige, whether or not it’s true. I doubt they will change any of their marketing strategies because if they are earning more, that’s the bottom line.

I agree with you. They are creating demand by not having alot for sale!

I love the direction coach is going but I fear they too will fall into the “exclusivity” trend. I have been lurking their site to see if the lip print tabby in 26 will magically appear but it reminds me of when I used to stalk Louis Vuitton’s site to get the bag I wanted and I hated that!

I think your observations are on point. They are definitely playing a strong game here teasing the consumers and playing the scarcity card, while heavily pushing bags on TikTok through influencers and SAs. Impulsive buyers and definitely an easy prey here 😅

so wild to watch this the same day i reached out to a tiktok coach employee / influencer to purchase the sold out denim quilted tabby 20 lol. he told me it was my lucky day because he had 1 left. i'm always skeptical about that sort of thing.

All the bags im seeing now in this video, i love all 😅

I also find it interesting that certain new Coach releases appear on websites other than Coach, first. Example: Neiman or Nordstrom. And for higher prices. Example the Demin Riya backpack first hit Neiman and is selling currently for $495. Yet it now appears on Coach's website for $450.

Louis Vuitton has been doing this for years. It has made them very successful

Great observation. Coach is making bags for the mass.. Their possibly trying to create exclusively.. unfortunately I’ve bought so many Coach bags.. I already know it will be on sale at some point… mostly in the holidays. I would not get into the hype too much.. Unless you really want it and can’t live without that bag that day.. Most of their bags will come back for sure.. it’s a sale tactic.. the only reason I would stop buying Coach is if they raise prices like the luxury bags and now trying to discretely lower their price…thanks for your POV

Nobody talks about how amazing their clothes and shoes are. I bought a pair of wedge boots and a drum jacket that is so nice

I agree with your theory. They are definitely using the scarcity mentality strategy…it’s definitely been working on me.😂

💯agree

You hit the mark! Coach is absolutely capitalizing on scarcity to generate buzz. While I enjoy seeing the brand in the spotlight, it's disappointing for newcomers struggling to access their products. This tactic of creating exclusivity could end up turning new Coach customers away, which would be a shame.

I love looking into the marketing and branding too. My mom and my family thinking I’m corny and over obsess. But I really just like this stuff. How and why a trend is a trend. And of course coaches marketing. This is how I determine which bags to buy. 😂😂😂. I love a good “it” item that I can afford. I love that coach is doing this as an affordable lux brand. They are literally pooping on the high end brands. Using the same strategy at $500. Instead of $5k. I think it’s hilarious. I’m so with staying on trend and looking exclusive but within financial reason. Coach is killing it. Sorry to the core Coach fans but times always and must change. They can still buy other nice Coach bags. They’ll be alright.

A theory I have: coach has had the designs for the quilted tabby and broome satchel for years but they waited until a time of economic strife so that consumers who would have never looked at coach (and would normally would have purchased Chanel or Hermes) get a coach bag bc they’re looking for an affordable “treat”. They’ll realize they like the quality and designs and become a consumer of coach, helping them shift into a higher luxury tier (I think they’ll try to compete with/ brands like ysl)

When brands play Scarcity games that causes customers dissatisfaction its better to cut them off and support brands that support Consumers👜

I also noticed this lately as of this year they really have started making the bags very limited. Especially with the colors. I'm bummed the limited runway bags have no mark or indication of it being limited and they have rereleased the colors so kinda devalues them as a whole or makes it hard to identify the runway bags vs the regular ones. That part upsets me. They did restock the vivid pink color in the size 20's and the black and silver that was supposed to be limited was also rereleased. The store I go to is doing wait lists for new collections which I'm shocked to see such a long list waiting now just for the denim quilted Tabbys. Like Coach is feeling like they're trying to really be like the other high end luxury brands, but at the same time not which just makes no sense. So I'm honestly a bit confused what their strategy is there because the whole draw of it being limited seems to have just been smoke and mirrors.

I noticed Coach's website does not have anything available BUT its on Amazon with next day shipping 😅 I found that strange that they would offer it on Amazon but not their website until June (as per their website)

i got the pink tabby 20 im so happy lol that was fomo for me lol

Coach as a brand has always been known as one that is accessible for everybody and so the fake exclusivity thing they’re doing is annoying but I understand business is business

Next year entry level bags will be 1,000 …. Just wait and see…

yes like all coach bag are not usa but on coach japan or coach Uk but it should be on coach usA like the Denimn heart bag as long time coach person it hard because do really want the bag because never really like the tabby and most coach Denin not on usa web site but even my Coach SA say coach japan get all good stuff we all learned about from coach malsayaisa it not fair we get coach usa frist in an american brand

I don't love being manipulated and it's very clear what they are doing. I've never bought anything full price but the social media push is driving me bonkers! Luckily my algorithm started showing me minimalist videos to help keep me balanced 😂 The price is too high!

I did not buy the quilted tabby after seeing it in the store. I’d like for Coach tot be a bit more original in their designs and not give us a Chanel Classic Flap or Gucci Marmont-esque bag. The Rogue and Rogue top handle bags are their most original designs.

Here’s where Coach is going to backfire in this theory….making bootleg outlet versions of their own bags. Why pay full retail on a Tabby when they’re going to create a cheaper version? That’s where they mess up

Coach's leather quality is much better than Chanel's and usually more carefully made. Nowadays, the quality of Chanel feels and looks more and more factory-made and sloppily made. I have a Chanel bag myself, but I appreciate Coach's quality work more.

So when will the quilted tabbies go on sale?

I agree with you, said! But I also think they took a page out of the Louis Vuitton book! Because Louis Vuitton has done this for years! Look how they did the bum bag then they discontinued it!

And the fish bag you showed on your Chanel was on coach reserve for like $150 or $160. I posted it on my Chanel under my shorts. Smh

I love coach but they need to stay in their lane. They’re not Chanel or LV. I don’t care about any of their bags enough to ever pay full price or play the sold out waiting game. Coach is not a status symbol coveted brand, they copy the status symbol brands with quality materials and good customer service. They are the go-to for folks who are sick of the luxury game.

LV does this all the time…. It’s the game played.

The price is still high

But this is the social media culture. If they are doing what’s being stayed here, it’s no different from when an “influencers” launches” their own goods and saying it’s an exclusive or limited product. Then, do another drop of it. This is nothing new and nothing wrong 💁🏻‍♀️ they are creating a demand and as a well established company they should. They need to adapt to what other brands are doing. I think it’s more of a consumers problem. We are easily influenced by SM.

I am salty over coach, in 10 months watch they will drop a quilted denim outlet drop

Duhh that’s the whole purpose of making business 😂

Isn't the fake scarcity thing a stupid Hermes thing? ... So stupid.

liked the content but I just cannot with the vocal fry, it feels like some dragging their nails on a chalkboard hard ...could not finish the video😭