Coach Is Going To Do The Business Of Mobile Phone Shell?

Do you remember the small box phone shell that LV introduced in the 2017 spring summer show?

Designed for iPhone 7/7 Plus, the series of mobile phone shells, called EYE-TRUNK, are priced between 9000 yuan and 40 thousand yuan, far higher than the value of the mobile phone itself.

Although LV did not publish the sales data of the mobile phone shell, it did bring more attention to LV at that time.

In fact, LV is not the only brand that makes fashion brands.

Recently, the fashion brand Tapestry, the fashion brand Coach of the fashion group, started a special business of mobile phone shell.

According to Fashionunited news, Coach recently signed a multi-year global licensing agreement with Incipio group in California, and will launch a series of mobile device accessories including smart phones and tablet leather covers.

According to the agreement, Incipio group is mainly responsible for the manufacture and distribution of this series of products. Its first series will be listed on the official website of Coach and the Coach store in the global market in the fall of 2019.

Incipio group was founded in 1999, and owns mobile accessories brands such as Incipio, Incase, Tavik, Griffin and Clamcase. It has signed a production license with several brands such as Under Armour, Trina Turk, Diesel, Trina and so on.

"Our cooperation with Coach has further integrated the global technology and luxury industry, enabling Incipio to find new opportunities in the high-end market and expand its business to more critical channels and emerging markets."

Tom Park, chief executive of Incipio group, said.

For Coach, it is also a supplement to its existing accessories, and a new step in its pition to all categories of fashion and life brands.

Over the past few years, Coach has increased the ready-made clothing category, made clear the style of men's wear and women's clothing, and carried out large-scale renovation of stores, such as setting up a "leather artisan workshop" that can provide customized services in flagship stores.

In 2016 and 2018, it launched the Disney cross-border joint name series, but also pushed Coach further to the market of young consumers.

The series incorporates Mickey elements in Coach's bags, T-Shirts, motorcycle leather and sports shoes.

According to the handbag consumption survey released by Baird Equity Research, a securities analyst, Coach is one of the most popular accessories brands among the 500 female respondents.

But is mobile equipment accessories a good business?

As early as 2013, the British luxury brand Burberry had a cooperation with iPhone. Apart from taking iPhone videos in the show, it also launched a mobile phone protection shell with the same style of Burberry Prorsum 2014 spring and summer series. Stella McCartney applied a handbag design inspiration to the mobile phone shell in 2016; Gucci also launched the mobile phone shell with the same pair of slippers and purses with butterfly, bird and all kinds of plant designs on the 2016 spring and summer TIAN printing accessories.

It is easy to see that most of the previous brand's mobile phone business is the accessories of the season show. Depending on the same printing and brand logo Logo of the new series, the value created by these products may be far greater than its actual benefits.

But Coach obviously wants to make it a long-term business.

This also means that in the pricing and design of such products, Coach must find enough balance points to attract consumers. After all, few people want to spend tens of thousands of dollars on a cell phone shell.

Source: interface Author: Li Zihui