Digital Media and Promotional Communication: Coach Pitch Idea

For this assignment, I learned that Coach was currently experiencing an ongoing competition with their own brand and with that of Michael Kors. While Coach's global sales grew to $5 billion in 2013 from $550 million in 2000, into the 2010's, Michael Kors surpassed Coach's revenue, using tactics that Coach claims to be borrowed from their own playbook. After experiencing 3 years of declining sales, Coach plans to make strides to transition the brand into a full fashion house and to make the brand relevant again. Overall, Coach's brand goals for the future include increasing sales, creating a stronger brand identity, and improving their brand reputation.

With this in mind, in order to achieve these brand goals, one way to create an identity for Coach and differentiate them from other brands like Michael Kors, Coach could work with designers to create a limited luxe collection every season. These collections could then be available in limited quantities and would be higher priced. In addition, to further highlight the unique origins of the brand, there could also be an initially limited collection centered around Coach' s leather being the same type used for baseball gloves. A video ad would then be released on the brand's anniversary and would feature the first of many new limited collections dawned by new faces of the brand.

For the digital media aspect discussion for the company, one idea would be to have Coach do a Social Media takeover. In this takeover, a celebrity or a fashion influencer would take over the company’s socials and just basically be active on Coach’s social media accounts. In doing this, it would allow the company to draw in the fans or followers of that specific celebrity or influencer and reel them into the seeing the company’s content. In having this social media takeover, Coach would also have the celebrity or fashion influencer post an OOTD, Outfit Of The Day, incorporating how they would style pieces from a Coach collection. The OOTD idea would also be used as a way to get users to recall that Coach is more than just a handbag store but now also includes a variety of clothing and accessory options.

Another idea I presented within this Coach pitch assignment that would help the company with their digital media approach, was to have the company follow current Tik Tok trends. One trend we would have the company take part in specifically would be haul videos featuring Coach products.

Additionally, another idea included a designing contest. This idea was actually kind of inspired by looking at one of Coach’s current instagram post in which they show a video of someone upcycling one of their old Coach bags. Within this contest, the company would have people design their very own Coach bag and have them submit their work by tagging Coach’s social media accounts. This event would then be publicly advertised across all of Coach's socials, and from there, 5 winners would be picked and would have the opportunity for their designs to be released to the public. These chosen designs would then come out as part of a very own exclusive Coach Collection. It is by proposing this contest that I hope to show Coach's willingness to be open towards innovation and change. In the midst of repositioning the brand, I hope these ideas would also be something that would allow Coach to differentiate itself from brands like Michael Kors.