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Competitors Analysis

With its origins from New York City, USA, Coach is the largest player in the US luxury handbag market with about 36% market share as accordance of Marketline, February 2012..
Basing its image of affordable luxury, Coach reaches out to a larger demographic compared to many of its higher-priced competitors in the luxury goods market such as Louis Vuitton, Prada, Gucci, Dooney & Bourke, and Cole Haan.
These competitors tend to focus on a higher income, high-fashion demographic.

Among these higher-price competitors in the US, Dooney & Bourke and Cole Haan are Coach’s closest competitors at the product category level (classic, American-style fine leather goods).

For the Singapore market, we decided that Coach’s two main competitors would be Kate Spade and Michael Kors instead.
The reason being that Dooney & Bourke is not available in Singapore and Cole Haan is relatively unknown in Singapore, despite having a retail outlet at ION orchard.

On the other hand, Kate Spade is well established in Singapore and Michael Kors, though very new in the market (having just entered Singapore last November), is an up and coming brand and is fast gaining in brand awareness.


Kate Spade and Michael Kors are also similar to Coach in terms of their price range, product offerings, and “American” image/ appeal, as will also be depicted by their points of parity and points of difference that we will discuss in greater detail further on.

In addition, Yahoo Finance (Singapore) has also identified Kate Spate and Michael Kors as Coach’s competitors, as seen in the diagram below.