Have we as consumers developed short attention spans? or Are companies operating on the basis of more visibility = better brand recognition?
I was thinking about this when I popped by Coach during the week to check out the Sabrina. I liked the design online but after looking at it and trying it on twice so far, I’ve decided that its not quite me – whew! Its cute though – the patent violet shade was quite entrancing.
While chatting to the sales person who was very friendly, I mentioned the new Ergo bags. I was hoping the Ergo Frame Satchel would go on sale. But no luck! Apparently they were sold out and the sales person said it was “old design”.
“Old?” I said “But it was only out last year!”
And she said “For us, its about 6 seasons ago. Coach releases a new design nearly every month!”
That’s when it struck me. Coach is turning into M.A.C! No-oooooo!!!
MAC releases a new (limited edition) collection every month. Coach is now doing the same – the newest being Ali (which is pretty decent looking mind you…)
But I couldn’t help wondering whatever happened to the 3-4 new collections a year. It gave me something to look forward to (and potentially save up for) and I somehow feel that more thought went into the designs and materials used. Generating more collections just cheapens the brand – waters it down. Same goes for MAC I feel.
Some of Coach’s latest designs have been such misses I’ve stopped paying attention to the brand altogether – the same way I stopped paying attention to MAC – after all I reckon if you miss this new release, there’s always another next month – what the hey?! 😛
On the other hand, more “upmarket brands” are still doing the 3-4 releases a year thing and still getting by and maintaining their “luxury image”. Their ad space and visibility aren’t lacking either. MAC is mainstream and Coach seems to want to take it there, but not if they continue retailing at serious marked up prices over here.
Perhaps I’m in the minority. I still see the hype generated by new MAC collections every month so clearly, MAC is still at the forefront of many girls’ minds and the first port of call for their monthly makeup budgets.
But seriously, are consumer’s attention spans so short that we can only see what is “now” and not what was “3 months ago”? Is it just a ploy for consumers to keep up with the latest thereby spending more and boosting sales? Is it a competition ploy for the companies to stay visible and competitive by having their “newest collection” featured in magazines and online so their names are on everyone’s lips?
I call this the “Maggi Mee effect” – Maggi is a brand of Instant Noodles. Instant noodles need only hot water to be a meal … with empty calories… for just instant satisfaction. Once eaten, you forget the taste and when you get hungry again, boil up another packet of instant noodles hoping it will be more satisfying than the last. Are we turning into people without tastebuds? Horrors! 😛
So, food for thought:-
Are you easily sucked up by the “Limited Edition Collection Buy It Now or Forever Miss Out” hype promoted by various brands every month or every 2 months?
Would you prefer that brands slow down on new releases or new collections and satisfy our hunger by giving us something substantial with meat on the bones; rather than fobbing us off with instant noodles every 2 months?
You know what I think so share your thoughts in a comment below.
Stay beautiful,
Paris B
Note: Coach is on sale by the way. Sale started Friday and although still quite pricey you can pick up some decent deals if you’re lucky. Most items are 30% off but keep looking. You might get lucky. I picked up a full leather bag for slightly more than 50% off once because there was some very very minor damage to it – not visible at all… and a “very old design” i.e. 2 years old. Are Coach designs measured in dogs years?! 😛
Tine says
June 2, 2009 at 9:53 amI’d very much prefer a designer brand to come out with new releases once every couple of years of so, than to get sucked in to the hype of limited edition releases. The latter cheapens the brand, even though the marketing goes into telling people that they should get it before “it runs out”.
‘Tis a pity Coach is heading into that direction, because the new bags, in my opinion, are just meh. I’d very much prefer the classic designs, even if they’re, in fashion terms, “centuries” old.
ParisB says
June 2, 2009 at 12:15 pmHi Tine
Yeah I prefer Coach’s older designs. I really think they are measured in Dog’s years – you should have seen the look on the SA’s face – like “You want something THAT old?!” LOL
Jenn says
June 2, 2009 at 11:58 amI didn’t know that Coach is turning into MAC too!!
Sadly i’m one of those suckers for LE MAC items. In fact i think about 95% of my mac stash is LE? It’s just exciting to have new collections to look forward to! haha!! 😛
ParisB says
June 2, 2009 at 12:16 pmHiya Jenn
Oops hope you didn’t take my MAC criticism to heart 😛 Put it this way – your MAC stash would be worth a LOT to people who can’t get their hands on the LE items you have 😉
Nikki says
June 2, 2009 at 12:40 pmI didn’t even know Coach have different edition every now and then, I would say once every year or 2x a year? Gosh! I didn’t realize til I read your post that they changed so much!
That is so MAC you are right!
I get confused with the MAC COllections! I haven’t gotten the chance to breath and there goes another one!
I am not into the LE stuff, I only go crazy if the LE stuff is what I really really like!
ParisB says
June 2, 2009 at 5:38 pmHey Nikki
I realised it when I’d see different stuff in the window all the time. Talking to the SA confirmed it. Thankfully not many LE stuff get to me… not many hehe
Mag says
June 2, 2009 at 6:04 pmHello Paris 🙂
I agree with you about the importance of keeping a luxury brand image. But, if you come to think about it, Coach is on the slightly lower end amongst the high end brands ? Or issit just me ? 😛
I really think they’re repositioning themselves as an affordable luxury item in terms of price and even designs. Look at the newer designs…. they’ve evolved so much that it has lost its distinctiveness (clue: the ALi, Bonnie & Tattoo edn !!)
For me me…. The Madison tote will always be my fav one !
ParisB says
June 2, 2009 at 6:09 pmHi Mag
Yep, I’d actually consider Coach high priced but I won’t place it in the level of a luxury brand like some other brands. Overseas its considered affordable and I think its just here that we are oohing and aahing over its prices. They make decent stuff, I don’t deny but all this limited edition thing is really getting to me. I liked the Madison too though I actually prefer their older designs like the Legacy hobo. Yeah that old LOL…
Amanda says
June 2, 2009 at 6:04 pmMost of my MAC are permanent items. I do buy some LE items but will not buy them because they’re LE and if I don’t buy them now, they’ll be gone forever. I know they’ll be back sometime in the future. 😀
ParisB says
June 2, 2009 at 6:10 pmHiya Amanda
You know what? Its quite true – we see similar colours appearing again and again in MAC!
Amanda says
June 2, 2009 at 8:54 pmBy the way, Coach is so pricey in M’sia! I thought I was going to get myself a new Coach in Feb but I changed my mind when I saw the price tags. When my sister was still studying in the states, I got her to buy them and shipped to me. She has heaps of Coach bags cuz they’re so cheap there! I was jealous, of course. Everything that comes to Europe will be double priced.
ParisB says
June 3, 2009 at 9:50 amHey Amanda
Yeah I’m so jealous of those in the USA who can get Coach at rock bottom prices!
rinnah says
June 2, 2009 at 6:47 pmActually for me, since Coach is so “prolific” in terms of their output, I feel it kinda cheapens the brand. There is a market full of fakes out there that I wouldn’t be able to tell the difference of…
ParisB says
June 3, 2009 at 9:49 amHiya rinnah
Rule of thumb – steer clear of logos hehe… But I get what you mean. 🙂
a.min says
June 2, 2009 at 11:16 pmi prefer to have those lux brands to have a patent that is like a classic, that is what speak the words right? the ever changing just make me think: it is hip, it is chic, what else?
bty, mac doesn’t really impressed me with their ever coming new collection ,but i do like their products!lol
yahui says
June 3, 2009 at 12:01 pmi think Coach’s exclusivity is ‘fried up’ by the Malaysian consumer. in the US, having a Coach does not heighten your status nor does it stand out, IMHO. especially the so-called ‘classic designs’. i prefer going for something more unconventional, not those ‘everybody has one and i need to have one too like the LV Neverfull’. -_- so sor
BUT, going for the LE’s doesn’t necessarily mean you’d stand out – there are plenty of other choices out there, why aim for Coach and LV?
Celine, Prada and the sorts both come out with equally great designs, but these brands are never popular because there is no signature monogram to scream out what luxury ‘brand’ you’re holding, very unlike Coach, LV and Gucci.
it’s the mentality, really.
beetrice says
June 3, 2009 at 7:41 pmwell as you said, at the rate they’re going, it won’t be long before they run out of ‘inspirations’..
honestly, soon there will be the likes of a “mashimaro” collection…hmm, why not a “fraggle rock” collection since they’re so into tie-ups? 😀