Secret Shopper Assignment

COACH Kate Spade Michael Kors

Product Quality handbags, Handbags, Wallets, Handbags, Wallets,
wallets, Jewelry, Clothing, Shoes, Shoes, Watches, Mens
accessories, clothes, Jewelry, Accessories, and women clothing
shoes Home
Visual Merchandising The inside of coach has The visual Michael Kors also uses
a elegant, clean look. merchandising in Kate nesting tables, shelves
They use nesting Spade matches well on their walls, T stands.
tables, T stands, with their product They arrange their
cubbies on the walls, assortment. The insides product by style and
shelves on the walls. of their stores are very then from light to dark
The product is colorful, youthful, and in colors. It does look
arranged in categories, energetic. The product more cluttered than
then further arranged are arranged by styles Coach because they
by style, and then light and there are neon have more product
to dark. There are signs signage, colorful options. They utilize
placed by some of the decorations, and their walls by placing
product with a model chandeliers. most of their product
holding the products. on shelves in the walls.
I don’t see many signs
other than the brand
name and some
photographs of models
carrying the product.
Pricing Handbags: $120- Handbags: $98- $458 Clothing: $36-$695
$1,500 Wallets: $50-$228 Handbags: $98-$14,000
Wallets: $50-$225 Jewelry: $32-$248 Wallets: $98-$450
Jewelry: $80-$170 Accessories: $9-$328 Shoes: $45-$2,000
Accessories: $16-$150 Clothes: $44-$498 Watches: $150-$495
Clothes: $75-$2,400 Shoes: $48-$228 Jewelry: $55-$425
Shoes: $75-$300 Home: $8-$5,928 Accessories: $5-$390
Service Coach has a great Kate Spades customer Michael Kors customer
customer service and service always goes service is okay. When I
their sales persons are above and beyond, went it it felt like I was
constantly with you to they also have sales being followed and
talk to you about their persons that talk to watched because they
products. In store they you and try to get to thought I was going to
are always available to know your needs and steal or something
assist and help you wants in a bag, or which I didn’t
with your choice of bag another of their other appreciate. It’s not the
and styling. Customer products and try to first time something
service over email and best fit your needs. like that has happened
phone are okay but on They are professional in their stores.
social media like and very personable.
Facebook, there are a However online orders
lot of disgruntled, get messed up a lot
 unhappy customers. and customers struggle
to get them fixed.

 With their product options, Coach could offer more options for handbags in more colors and
design. Their choices seem basic and not as trendy as their competitors. The silhouettes of coach
bags could also use a revamp. If they had more trendy pieces, they could be as popular as
Michael kors and kate spade with younger demographics.
 Coach’s visual merchandising is very elegant and classy. Their luxe stores in KC are modeled
differently than their underperforming stores like in Springfield. So the stores like springfield
have less product options than the luxe stores and their modeled more basic. They could
probably keep a consistent look in all their stores because the luxe stores look more elegant and
give off a better image than the Springfield store.
 Coach’s pricing changes by the products design, their quality, their limited edition, the materials
it’s made of like nappa leather, to croc embossed leather. The price is sometimes justified but
some of their products don’t look as if they could be retailed for say example $350 because their
quality does not match the price.
 The customer service is good but I would definitely recommend having a team for social media
customer service specifically because that area is where they have the most complaints. As for
in store service, I would recommend not pushing the associates to constantly be engaged with
the shoppers. Sometimes we just want to look around without someone constantly talking and
trying to sell you on products!