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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Enhancing the Positioning Strategy of the Coach Brand in China:
More Trophies of Success, Please!
Author(s): Nikolai Ostapenko
Citation: Nikolai Ostapenko, (2012) "Enhancing the Positioning Strategy of the Coach Brand in China: More Trophies of Success, Please!" Vol. 6, Iss. 2, pp. 41 - 47
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The luxury retail industry of China is still in its infancy, and its real market potential is not yet known. For Western labels, it is important to gain a better understanding of how special the concept of “luxury” is in China, and of what it takes to build lasting brand loyalty and offer continuous customer attention there. This analysis focuses on exploration of a positioning strategy for the Coach brand and suggests marketing approaches likely to enhance it, based upon close examination of recent trends in Chinese consumer markets and distinguishing characteristics of local buying behavior.
