爲重獲品牌聲望 寇馳從北美商場大規模撤出
Coach is going First Class.
寇馳要走高端路線。
The leather-goods maker will no longer sell its handbags and purses at some "lower volume" department stores, the company announced Tuesday. The move comes in response to the brand's perceived diluted appeal to wealthier shoppers amid mass market access.
皮件製造商寇馳本週二宣佈，將停止在“低端”的百貨商店出售其手袋和錢包。此舉是寇馳感到其產品在大衆化商場出售，致使對有錢人的吸引力被削弱而做出的反應。
According to Tuesday's announcement, Coach will stop selling to around 250 locations in North America as of 2017, and also strictly control any discounts that department stores can offer.
根據週二的公告，2017年寇馳將在北美的約250個銷售點停止銷售，並且嚴格控制百貨公司可以提供的任何折扣。
"While we understand that customers may use department stores for trial and shopping across brands, the high level of promotional impressions created negatively impacts our long-term brand health," said Chief Executive Victor Luis during a conference call with analysts this week.
本週，寇馳首席執行官維克多•路易斯在與分析師的一次電話會議中表示：“儘管我們理解客戶可在百貨公司的不同品牌之間進行試用及購買，深刻的促銷印象對我們品牌的長期健康產生了負面影響。”
Once a category crusher, the 75-year-old company was forced to rethink its strategy in 2014 after reporting four straight quarterly losses, with shares falling a total of 39 percent that year.
這個擁有75年曆史的公司曾是行業老大， 2014年卻連續四個季度報告虧損且股價下跌39%，不得不重新考慮其品牌戰略。
Those losses were partially attributed to the fact that Coach's loyal clientele had increasingly turned up its nose at the once-prestigious brand, whose less pricey CC line has been purchased in droves by younger consumers at steep discounts in malls and outlets.
這些虧損部分是因爲，寇馳的忠實客戶已經越來越對這個曾經著名的品牌嗤之以鼻。在各大商場和奧特萊斯，其相對低廉的CC系列產品因大幅度的折扣被成羣結隊的年輕消費者買走。
After the appointment of Stuart Vevers as executive creative director in 2013, Coach started a "re-platforming" of its brand. The company closed down one-fifth of its North American retail stores and renovated high-traffic, high-value stores (such as Rodeo Drive) to exude "warmth" and "modern luxury," while returning to the company's original horse and coach logo — along with its upper crust equestrian connotations.
2013年，斯圖爾特•維佛斯被任命爲執行創意總監後，寇馳開始其品牌的“平臺再造”。寇馳關閉了北美零售店的五分之一，並整修了其高流量、高價值的專賣店（如羅迪歐大道店），以彰顯其“溫暖”和“現代奢華”的風格，並重新使用寇馳原來的馬和四輪馬車的標誌——及其上流社會座駕的內涵。
The company also cut 150 jobs and started to phase out its lower-priced purses and handbag lines.
該公司還削減了150個工作崗位，並開始逐步淘汰其價格較低的錢包和手袋產品線。
The strategy seems to be working. Business has picked up, with sales soaring by 15 percent this quarter — demonstrating that consumers are buying in to the renewed cachet.
該戰略似乎起了作用。本季度寇馳的業務明顯好轉，銷量飆升了15%——這證明對於其重新建立的聲望，消費者很買賬。
