Coach has been a mid-range brand since its birth, and its main sales target is consumers such as office workers. This is not to belittle. The main consumers of luxury goods are the middle class, not the rich class.

In 2000, the average selling price of Coach was $200, which was less than half that of European boutiques, but the quality was still "solid and durable". In view of this situation, the company discussed the positioning of "readily available luxury goods", hoping to provide another choice for consumers who don't want to pay high prices for European boutiques but are eager to own them.

The higher the price, the lower the sales volume. "Too narrow consumer groups" is Frankfurt's most disgusting management method for European luxury goods. "In the United States, we target the top 20% of families, and other European brands may only target 3% of families." He explained Coach's choice like this.

After defining the brand positioning, Coach needs to make the brand younger and more fashionable, and even challenge the industry rules, so as to reverse people's impression that it is "old-fashioned and rigid".