The economy may be in the toilet, but gen y women aren’t about to quit shopping. While they may be looking for less expensive goods, those who carry Prada bags are not suddenly buying $10 copies on the street. Instead, gen y women are seeking affordable luxury.
Retailers are aware of this trend, and are working hard to tap into it. Coach, Inc., known for its luxury handbags, accessories and shoes has responded by introducing a lower priced line aimed at younger consumers. Ladies, check out Poppy.
Launched in fall 2009, the budget friendly collection is priced about 20 percent lower than the general Coach line. The colors are brighter, the styles are edgier, and the appeal more youthful. Prices range from $38 to $598. The average handbag will set you back $240.
Coach, aware of the power of the digital market among young women, spread the word about Poppy using means that they had not previously explored. Andrea Resnick, senior vice president of investor relations and corporate communication, explained,
“As important to the product is the marketing that went around it. We significantly changed our marketing, especially the digital side of marketing, to get the word out there to that generation. That meant taking over the fans of Coach page a young lady started. We now have 470,000 fans there. We’ve started on Twitter. Just before the Poppy launch, we partnered with several blogs. We showed the bloggers a preview of the product and let them talk on their blogs about it. That stirred a buzz. We worked more on the internet and used a digital way of talking to the consumer. We really took our marketing to a much more appropriate place for that gen y consumer and helped get the word out about Poppy that way.”
Now that Poppy has nailed down its customer base, here are some standouts from the line:
Patent Glam
$268
Between the shine of the materials and the chic amethyst color, this roomy bag is truly glam. Best of all, it doesn’t scream “Coach.” The label’s clearly there, but it leaves behind the obnoxious, in-your-face print that in today’s economic climate is just plain tacky.
Trina Ballet Flat
$168
Okay, I admit it. I’m a sucker for patent leather. Available in black and grey, this shoe offers a microwedge for an invisible burst of poise and height. You may be the only one to see the signature leopard print lining, but the adorable-ness factor is worth noting. The silver Coach charm and ribbon bow add a dash of sweetness to an altogether elegant style.
Tartan Ponytail Scarf
$38
When your hair is a disaster, it’s only natural to sweep your hair up into a ponytail. To upgrade your updo from the gym to the streets, tie in a punchy scarf. This bright, printed option will hide your hair tie, draw attention to your face, and spice up a monochrome outfit. Tired of wearing it in your hair? Loop it around the handle of your purse for the rest of the day.
While Coach’s profits fell for the most recent quarter, Poppy was a bright spot for the brand. Retailers, take note.
