Globally, Coach is the most-searched luxury handbag brand on the internet. The company considers its brand to be its touchstone, and conducts rigorous research to anticipate consumer needs, thereby keeping assortments fresh and relevant. Demand for Coach’s earlier classic designs led to the Legacy Collection. Recently, Coach expanded its product portfolio to include both higher and lower price points; it also sees greater revenue potential in the opening of more outlet stores than retail shops. Despite the lower price points, Coach’s outlet store experience aligns with the brand’s luxury image. Net sales and brand value increased significantly.