International distribution focus :
Coach: mainly focus on US & JP, with limited presence in other countries, especially in Europe.
Polo: more interested in global expansion in Euro and Asia (GCR, JP, Korea, Russia, etc).
Factory outlet penetration :
Coach: more selections of product and locations.
Polo: limited assortments and locations.
Brand strategy :
Coach: Single brand.
Polo: Multi brands. More vertical extension than Coach.
Brand positioning :
Coach: Modern, fashionable. More accessible and affordable.
Polo: Classic, elegant. At higher end segments.
Design philosophy :
Coach: Use young, well-known designers for seasonal collections.
Polo: Focus on in-house designers.
[...] Keeping the High quality of the products Geographical SWOT Geographical SWOT (cont'd) POLO RALPH LAUREN Brand Superior quality design Craftsmanship Longevity & Timelessness Leading lifestyle luxury for men, women, children and home all around the world Major milestones of POLO Group development Brand Extension Vertical extension Horizontal extension Brand Vertical Extension Men's & Women's & Children's clothes & Accessories Brand Horizontal Extension Geographic location Polo Ralph Lauren Distribution Strategy Distribution Strategy Retail over 275 retail stores contribute over 40% of sales Wholesale half of total revenue Licensing more than 100 licensees contribute around 10% Distribution Strategy Manufacturing No in-house manufacturing facilities 350 contract manufacturers worldwide Distribution Business Model Retail Strategy Store Expansion A number of flagship stores in prime city locations to enhance brand image Support wholesale distribution Real estate and store build-out skill Gaining greater control over its brands and retail channels Bought out its licensees, such as childrenswear, part of its Japanese market and all of the Lauren line. [...]
[...] Brand positioning Coach: Modern, fashionable. More accessible and affordable. Polo: Classic, elegant. At higher end segments. Design philosophy Coach: Use young, well-known designers for seasonal collections. Polo: Focus on in-house designers. Opportunities and Challenges Emerging markets- new market development Online shopping- potential cannibalization Economic fluctuations Shifts in fashion Strong competitions from varied levels of brands Counterfeiting Dependence on senior management Balance between brand image and distribution level SWOT- Distribution & Strategies Retail Segment Polo Ralph Lauren Retail business includes three major groups and 2 [...]
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