While other retailers were downsizing and recessing in 2008, Coach expanded its jewelry category, adding sterling silver and gold plated lines to its stores. It also expanded its perfume category to include body lotions and lip glosses.
Also contributing to Coach's 2008 revenue were the purchases made on the Coach.com website, which was visited 55 million times. In 2008 the company overhauled its website and introduced an in-store pickup option for online purchases.
Twelve new North American Coach stores were opened in the first half of 2008, and a Hong Kong flagship store was opened with an extravagant, high profile launch party in July, 2008.
Instead of using discounts to boost holiday sale, Coach focused on introducing new products to attract shoppers. Its sales declined 2% compared to its 2007 holiday season, which was counted as a victory compared to luxury brands like Neiman Marcus, which saw a 27.5% decrease in its same store sales.
Also contributing to Coach's 2008 revenue were the purchases made on the Coach.com website, which was visited 55 million times. In 2008 the company overhauled its website and introduced an in-store pickup option for online purchases.
Twelve new North American Coach stores were opened in the first half of 2008, and a Hong Kong flagship store was opened with an extravagant, high profile launch party in July, 2008.
Instead of using discounts to boost holiday sale, Coach focused on introducing new products to attract shoppers. Its sales declined 2% compared to its 2007 holiday season, which was counted as a victory compared to luxury brands like Neiman Marcus, which saw a 27.5% decrease in its same store sales.