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Coach Losing Its North America Market Share

359 Words2 Pages
Changes in the fashion industry have left luxury brand Coach fending for their remaining share of the handbag market. Coach has been consistently losing its market share having over six consecutive quarters of dwindling sales. Coach has found its biggest problem to be sales in its North American Markets. Coach used to dominate the affordable luxury handbag market but has steadily been losing market share to competitors such as Michael Kors, Tory Burch, and Kate Spade. These competitors have found a way into the closets of North American buyers who favor them over the “stale & less appealing” Coach merchandise. This change in consumer preference has dropped Coach’s market share down to 18%, while rival Michael Kors saw an increase of 3%. This
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