About This Project






Positioning and Marketing Strategy


Six Degrees was engaged by Coach senior executives to assess reasons behind declining market share in Japan and identify ways to rekindle brand growth and relevance. Japan is Coach’s second-largest market by revenue and their top market by profit.


Six Degrees conducted in-person interviews with fashion trend-makers in Japanese culture as well as analysts and academics who study fashion in Japan. We then conducted research among the top four consumer segments of Japanese fashion and luxury buyers using dyads and psycho-sensory techniques (e.g., image selections, thematic apperception testing and brand sorting). On the basis of the results, Six Degrees made specific recommendations to Coach executives pertaining to the product portfolio, service approach and retail design in Japan. Following implementation of these recommendations, market share in Japan began rising again.