Mkt 501 case study module 1 target market coach handbags mkt 501 case study module 1 target market coach handbags consumer behavior: segmentation and targeting professor dr gordon leichter may 14, 2012 abstract the assignment reviews industry practices which involve segmentation, targeting and positioning module 1– case mgt 501.
“this is a brand that built a strategy around selling product across multiple categories (handbags, accessories and apparel, etc), to multiple affluent consumers (kate spade, ks saturday, and jack spade) in several channels of distribution (wholesale, retail, dot-com, and concessions) in several regions of the world.
The premium handbags and accessories market in the us continues to grow, but what could worry retailers is the slowing growth rate for this market although this segment is expected to grow 3% to $117 billion in 2015, according to barclays, this growth rate has declined from 8% in 2014, 11% in 2013, and 16% in 2012.
What is the psychological explanation behind luxury bags and shoes update cancel ad by segment i would argue that there is similar irrational consumer behavior in males you could probably interchange luxury watches and cars with bags and shoes what is the psychological explanation behind it. Consumer behaviour is a term that refers to a) organizational and institutional buying behaviour b) organizational and consumer buying behaviour c) commercial and government buying behaviour d) individual and/or household buying behaviour 2 more about consumer behaviour luxury bags inderstanding consumer behaviour towards luxury products.
The top-tier retailers, saks, neiman’s and bergdorf, designers and manufacturers alike, are capitalizing on handbags as the 21st century’s most lucrative status symbol by devoting significant space, free- standing lifestyle boutiques (read gucci, louis vuitton, coach and michael kors ) and hefty promotional dollars to handbags. Coach, inc (coh) offers a range of modern, fashionable handbags and accessories for women and men its product offerings include women's and men's bags, accessories, footwear, wearable, jewelry, travel bags, sun wear, watches and fragrance.
Analyzing the luxury handbags industry competition is strong in the luxury handbags industry, with a number of players operating in this segment coach was the pioneer and broke new ground in the american affordable luxury industry despite a growing handbags and accessories market, the company's market share has declined consecutively, from over 35% in fiscal 2008, to 23% in fiscal 2014.