Coach (Re)Loved : walking the tightrope of luxury resale / Jennifer Zarzosa, Cecilia Ruvalcaba, Andy Borchers.

Format:

Book

Author/Creator:

Zarzosa, Jennifer, author.

Ruvalcaba, Cecilia, author.

Borchers, Andy, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Product management--Case studies.

Product management.

Physical Description:

1 online resource : illustrations.

Other Title:

Coach reloved

Place of Publication:

London : Society for Case Research, 2024.

Summary:

This critical incident (CI) is a descriptive case following the decision of Coach, Inc. to launch a new sub-brand called Coachtopia that focuses on circular fashion aimed at Generation (Gen) Z. The new brand is supported by the Coach (Re)Loved circular ecosystem that consists of both pre-owned and re-crafted products. As a global luxury fashion house with a rich heritage grounded in American style, would the new brand enhance Coach's brand equity or devalue its cachet? Would this new brand attract new consumers, cannibalize existing ones, or alienate existing ones? For Coach, can resale and luxury coexist? Students are asked to identify the product life cycle for different products, analyze the Gen Z segment, and assess the risks and benefits of supporting a resale program as a luxury brand.

Notes:

Description based on XML content.

ISBN:

979-83-488-3404-3

OCLC:

1569208637

Publisher Number:

T299256