Men’s Shoes and B&T SWOT AnalysisStrengths, Weaknesses, Opportunities, Threats

Lilly EggertClair Belleveau

2015

Contents

• Core Men’s Footwear & Bag Styles

• Coach’s Competition per Style• Price

• Colors & Materials

• Conclusions for Footwear and Bags

• SWOT Analysis (Appendix)

• Price Gap (Appendix)

Metropolitan Brief Metropolitan Map Bag

Campus Backpack Campus Pack Hudson 5 Bag

$495-550• Refined Pebble,

Metallic Pebble, Printed Refined pebble

• 7 solid skus• 1 metallic sku• 1 wild beast sku• Fabric lining• Wide padded straps• Inside snap pocket*• 2 cellphone pockets• Inside zip pocket* • 1 front exterior zip

pocket with turnlock closure

• 13 ¾” x 17 ¼” x 6”

$375-$425• Sport Calf, Signature

Sport Calf, Signature PVC

• 7 solid skus• 3 Sig Sport Calf skus• 2 Sig PVC skus• Scattered logo lining• Flap closure with

magnetic snap, zip pocket underneath

• Adjustable shoulder strap

• 2 interior pockets• 1 interior zipper

pocket• 11” x 10 ½” x 2”

$495-$550• Pebble, Sport Calf,

Signature Sport Calf, Wild Beast

• 6 solid skus• 2 signature skus• 1 wild beast sku• Fabric lining• Fits 15” laptop• 2 cellphone pockets• Inside zip pocket• 2 outside slip

pockets with snap closure

• Adjustable shoulder strap (detachable)

• 15 ¾” x 11 ¾” x 2 ¼”

$350• Pebble leather• 8 skus• Scattered logo lining• Adjustable

crossbody strap• Inside slip pocket• Outside zip pocket• 7 ¾” x 13 ½” 2 ¾”

$450• Crossgrain leather• 4 skus• Scattered logo lining• Adjustable shoulder

strap (detachable)• 2 interior cell phone

pockets• 1 interior zip pocket• 1 exterior zip pocket• 14 ¼” x 11” x 2”

Top 5 Men’s Bags Master Silhouettes

*Varies by sku

Fulton Leather Darrow Brief$528• 1 sku (Tobacco)• Fulton leather, burnished• Made in China

Metropolitan Brief$495-$550• 9 skus• Pebble leather;

Sport Calf; Signature; Wild Beast

• Made in China

Irving Slim Leather Brief$495• 2 skus (Brown, Black)• Natural Grain Leather• Made in China

Classic Leather Briefcase$458• 1 sku (Black)• Textured cow leather• Imported

London Leather Crossbody Briefcase$2,150• 2 skus (Black, Stone Grey)• Calf leather, checked

lining• Made in Romania

Slim Business Folio$850• 1 sku (Black)• Pebble embossed leather• Made in Europe

MARC BY MARC JACOBS

COACH

PAUL SMITH

Metropolitan Brief

TUMI

JACK SPADE

BURBERRY

$

$$$Briefcase$2,255• 1 sku (Black)• Soft calf

leather• Made in Italy

PRADA

1975 Flap Crossbody$495• 1 sku (Tan)• Natural Grain Leather• Made in China

Metropolitan Map Bag$375-$425• 12 skus• Sport Calf, Signature

Sport Calf, Signature PVC

• Made in China

Jet Set logo Medium Messenger$328• 2 skus (Black and Brown)• Signature PVC• Made in China

Trevor N/S City Bag$188• 8 skus (leather;

fabric)• Leather• Made in China

Soft Leather Crossbody Bag$2,150• 2 skus (Black, Tan)• Calf Leather• Made in Italy

Terlago Messenger Bag$750• 2 skus (Black &

Chocolate Brown)• Calf Leather• Made in Italy

FOSSIL

BALLY

COACH

MetropolitanMap Bag

MICHAEL KORS

TUMI

BURBERRY

$$$

$

Messenger Bag$1,790• 1 sku (Blue)• Saffiano Leather• Made in Italy

PRADA

Classic Leather Backpack$498• 2 skus (Black, Workwear Fatigue)• Premium Cow Leather• Imported

Campus Backpack $495-$550• 9 skus• Refined Pebble,

Metallic Pebble, Wild Beast

• Made in China

Estate Leather Backpack$328• 1 sku (Cognac)• Leather• Made in China No. 383 Leather Backpack

$396• 2 skus (Black, Tan)• Leather• Made in the USA

Munich Lion Backpack$1,320• 3 skus (Black, Cognac,

White)• Leather• Imported

Kastrup Backpack$495- $995• 7 skus (Black, Navy,

Cognac)• Leather; Leather &

Fabric• Imported

Campus Backpack

BILLYKIRK

COACH

WANT LES ESSENTIELS DE LA VIE

FOSSIL

MARC BY MARC JACOBS

MCM

$$$

$

Kastrup Backpack$1,• 7 skus (Black, Navy, Cognac)• Leather; Leather & Fabric• Imported

YVES SAINT LAURENT

Campus Pack$350• 8 skus• Pebbled Leather• Made in China

Pebbled Leather Raleigh Sling$295• 1 sku (Black)• Cowhide• Made in China

Mick Sling Pack$168-$228• 3 skus (Black, Saddle, Blue

Multi)• Leather; Polyester• Made in China

Bonded Cotton Day Pack$198• 1 sku (Khaki)• 100% Cotton

Bonded PVC Shell Canvas

• Made in China

Tabel Medium$825• 2 skus (Black, Chocolate)• Calf leather• Imported

Dolores Leather Sling$395• 3 skus (Navy, Tan, Iron)• Natural Grain Leather• Made in China

Campus Pack

JACK SPADE

BEN MINKOFF

TUMI

FOSSIL

COACH

BALLY

$$$

$

Embossy Johnny Crossbody$498• 2 skus (Black, Woodruff

Suede)• Cow leather• Imported

Harrison Small Leather Briefcase$498• 1 sku (Black)• Cow Leather• Made in China

Hudson 5$450• 4 skus• Crossgrain Leather• Made in China

Tegel Slim Leather Portfolio$445• 1 sku (Black)• Embossed leather• Made in China

Leather Briefcase$2,385-$2,625• 3 skus (Black, Baltic

Blue, Camouflage Blue)• Calf leather• Made in Italy

Malton Workbag$645• 1 sku (Black)• Grained leather• Imported

Hudson 5

TUMI

MICHAEL KORS

BOSS

COACH

MARC BY MARC JACOBS

PRADA

$$$

$

Bags SWOT Conclusions

• Heritage• Brand Identity• Price Accessibility

• Focused Product Description • Functionality vs. Pricing

Summer 2015Men’s Footwear SWOT Analysis

(Strengths, Weaknesses, Opportunities and Threats)

Bedford ChukkaDave High Top*Crosby Driver* York Low Top*

Calf Suede/ Glovetan Leather Boot

$295- Rubber Sole- Leather Lining- Story patch

embossed tongue- Assortment: 2

smooth leather, 3 Suede

Tumbled Leather/ Calf Suede / Smooth

Leather Driver$195

- Rubber sole- Leather Lining - Smooth Leather

Laces - Story patch

embossed tongue- Rubber “New”

brand on outsole- Assortment: 3

smooth leather, 6 Suede, 2 Tumbled

Veg tanned Leather/Calf Suede

Sneaker$225

- Leather Lining- Blind eyelets- Laces- Story patch

embossed tongue- Assortment: 3

smooth leather, 1 smooth/ suede, 1 suede/perf

Veg tanned Leather/Refined Smooth Leather

Sneaker$195

- Fabric Lining- Woven logo on

tongue - Assortment (6):

6 smooth leather

MEN’S FOOTWEAR CONSTRUCTIONS

*Core Styles

Crosby Driver

COLE HAAN

SPERRY

MEN’S GRANT DRIVER- $ 168- Assortment (12): 8 smooth

leather, 1 smooth metallic 1 croc leather, 2 suede

- Made in India

HARRIS SUEDE MOCCASINS

- $218- Assortment (2): 2

suede w/ Leather heel tab

- Made in Mexico

GOLD CUP KENNEBUNK

- $175- Assortment (3):1

Suede, 2 Leather - Made in Indonesia

HAROLD SUEDE TASSLE

- $425- Assortment (3): Suede- Made in Italy

RAPLH LAUREN

THE FRYE COMPANY

GOMMINO DRIVER- $445-565- Assortment (25): 7

smooth leather, 15 suede. 2 tumbled

- Made in Italy

TOD’S

CROSBY LACE- $195- Assortment (11): 3

smooth, 6 suede, 2 tumbled

- Made in China

COACH

$

$$$

COLE HAAN

HUGO BOSS

KENNETH COLE

OWEN HIGH TOP- $168 - Assortment

(3) : 3 perf smooth/suede

- Made in India

FUSELO - $315 ($220.99)- Assortment (1): 1

smooth leather/ neoprene

- Made in Germany

DOUBLE HEADER - $158- Assortment (11): 3

smooth, 1 suede, 1 tumbled, 1 crosshatch, 2 croc, 1 patent, 2 metallic

- Made in Italy

GUCCICONTRAST PADDED

LEATHER- $560- Assortment (2):

2 smooth leather- Made in Italy

GATES HIGH- $268- Assortment (6) :

3 smooth, 3 suede

- Made in Mexico

THE FRYE COMPANY

DAVE HIGH TOP- $225- Assortment (7): 3

smooth, 1 smooth/suede, 1 suede perf 2 smooth leather

- Made in China

COACH

Dave High Top$$$

$

COLE HAAN

RALPH LAUREN

ECCO

GUCCI

FALMOUTH SPORT OXFORD

- $98- Assortment (3): 2

smooth, 1 suede- Made in India

NAPPA STOWE- $ 495- Assortment(1): 1

smooth nappa leather- Made in Italy

COLLIN VINTAGE- $140- Assortment (2):

2 suede/ nubuck

- Made in Indonesia

AYERS LEATHER LOW- $ 495- Assortment (3): 3

smooth w/ snake detail

- Made in Italy

HUGO BOSS

FUTESIO- $275- Assortment (1): 1

smooth- Made in Germany

GREENE LOW LACE- $158- Assortment (4): 4

smooth leather- Made in Mexico

THE FRYE COMPANY

YORK LO TOP- $195- Assortment (6):

6 smooth- Made in China

COACH

York Low Top$$$

$

THE FRYE COMPANYOSCAR CHUKKA

- $318- Assortment (1): 1

suede - Made in Mexico

BEDFORD CHUKKA- $295- Assortment (5): 2

smooth leather, 3 suede

- Made in India

COACH

Bedford Chukka

RIDLEY - $79- Assortment (4): 4

suede- Made in India

COLE HAAN

SEAVEES- $179- Assortment (1): 1

suede leather - Made in USA

BARNEYS

POLACCO LISCIO ESQUIRE GIOVANE

- $495- Assortment (1): 1

suede - Made in Italy

TOD’S

$$$

$

Footwear SWOT Conclusions

• Web-face of competitors showcases 360 views

• Heritage/Branding (Opportunity)

• Leather finishing & craftsmanship superiority

• Ties back nicely to Men’s B&T

• Priced competitively

“When you walk into a store, you see men’s and you see women’s and it’s complimentary to each other… it’s all about creating the overall Coach lifestyle.”

- Greg Unis, Head of Men’s Merchandising

Appendix

Men’s FTW Price Gap Analysis

Men’s B&T Price Gap Analysis

Metropolitan Brief

STRENGTHS

• Multiple skus and leather options• Microfiber suede lining• Durable material• Luxurious hand feel and material at an

accessible price point

OPPORTUNITIES

• Lightweight offering in mixed materials• Update product description to mirror

specific product functionality

WEAKNESSES

• Heavy• No laptop or tablet sleeve• Does not stand easily on its own

THREATS

• Relatively lighter weight and more functional competitors (i.e. TUMI)

$495-$550

Metropolitan Map Bag

STRENGTHS

• Multiple sku and material options• Lightweight• Compact functionality

OPPORTUNITIES

• Technology compatibility• Subtle texture additions• Add Coach identity by branding the strap

WEAKNESSES

• Minimal internal organization for tech functionality

• Large flap closure may hinder accessibility

THREATS

• More affordable alternatives with increased functionality

$375-$425

Campus Backpack

STRENGTHS

• Attracts diverse consumer because of multiple sku options

• Front pocket turn lock for added protection• Thick straps and top handle• Simple silhouette

OPPORTUNITIES

• Leather straps with padded spacer mesh (in work)

• Additional branding (in work)• Stronger strap keepers• Leather and fabric combinations• Color accents• Added functionality for technology

WEAKNESSES

• Flexible/unsteady construction

THREATS

• Billykirk backpack cheaper with USA heritage• Highly segmented backpack market• Cheaper casual alternatives (Jansport,

Herschel)

$495-$550

Campus Pack

STRENGTHS

• Durable leather that keeps its shape• Multiple skus• Travel functionality

OPPORTUNITIES

• Additional internal pockets• Spacer mesh on backside• Top handle for alternative carrying• Vertical pockets

WEAKNESSES

• Minimal internal organization• No tablet sleeve

THREATS

• Competitors that include ertical zippers for easier on-the-go access (in work)

• Cheaper alternatives in various fabrications

$350

Hudson 5

STRENGTHS

• Construction: compact and durable• Multiple skus• Luxurious feel at an accessible price• Removable strap

OPPORTUNITIES

• Additional internal organization• Emphasize compactness

WEAKNESSES

• Squeaky handles

THREATS

• BOSS workbag of the same dimensions, but more internal organization

$450

STRENGTHS

THREATSOPPORTUNITIES

WEAKNESSES

• Semi-simplistic use of upper materials

• Non removable sock

• Outsole branding patch• Assortment (Tumbled is unique

in market at Coach)• Hand sewn• Breadth of color choices • Outsole construction

• Push Upper innovation (reliefs, material contrast)

• Contrast lace to upper color• Lace construction (tassels, aglets) • Mixing upper colors/materials• “Brighter” eyelets

• Cole Haan & Sperry- variety/ingenuity at lower price for more volume

• Tod’s- Big risk taker in several upper materials allow for larger price range

• Driver popularity – it’s everywhere• Unique renditions of construction

$195Crosby Driver

STRENGTHS

THREATSOPPORTUNITIES

WEAKNESSES

• Apparent tongue Coach branding• All over leather upper• Burnishing on Saddle SKU• Cemented Construction adds to

stability of shoe

• Limited uppers• Branding on outsole• Hand feel

• Sportier versions • Urban Looks/upper material

manipulations- metallic, tumbled• Tongue extension • Color matching outsole

• Kenneth Cole- Sporty designs • Article mixing seen by

competitors (Hugo Boss) for a lower price

• Unique Looks• Displaying outsole image on web

$225Dave High Top

STRENGTHS

THREATSOPPORTUNITIES

WEAKNESSES

• Branding on outsole/tongue/footbed

• Popular style in market• Durability

• Branding on heel tab• Nubuck or suede SKU’s• Mixing materials• Grey - popular SKU choice• Outsole color

• Basic use of upper (one material type)

• Outsole color• Cotton Twill Lining vs. Leather

• Ralph Lauren- American brand making shoes in Italy

• Mixed materials in Upper showcasing wider assortment variety

• Showing outsole on website • Representation of branded aglets

$195York Low Top

STRENGTHS

THREATSOPPORTUNITIES

WEAKNESSES

• Distressed leather/ Denim• Chunk Heel• Dual lace color (Mix n’ Match)• Leather/Suede “reliefs” • Contrast stitching color• Burnishing • Using multiple upper materials • Money Saving idea: PU lining

• Rubber sole• Full leather lining• Construction • SKU #• Contrast lining color

• Subtle branding • Basic (one upper material) use of

article

• Cole Haan– variety for lower list price• Ted Baker- lower price point, upper

technique adds luxurious flare

$295Bedford Chukka