Michael Kors vs. Coach: Battle For Handbags, Watches and Shoes
NEW YORK (TheStreet) - Michael Kors
At Michael Kors, which plays to the "jet set" luxury lifestyle, two trends consumers will see in fall products include black accessories and camouflage products. At Coach, where sales have been struggling, its attempt to remake itself into a "lifestyle" retailer (meaning it sells more than handbags) includes returning to basics, which include leathers and a more classic look, according to retail expert Marie Driscoll.
"Michael Kors rooted in its fashion luxury positioning this season has a fabulous black watch. Most of us don't have a whole lot of black jewelry in our wardrobe ... who better than Michael Kors with his credo for fashion and watches better exemplifies the watch we should buy? Then we will just move on to buy his black bracelet or rings," Driscoll told TheStreet on Friday in a video interview. "Camouflage goes in and out of season. It's very hip now."
Yet, Coach's new Executive Creative Director Stuart Vevers has "brought a little naughtiness to the brand look," while restoring the quality of the merchandise, according to Driscoll.
"We know they're changing their product, we know they're going back to their roots and improving the quality - lots of iconic leather," Driscoll noted. "What they need to do is CRM (customer relationship management). They need to go back to that and connect with the consumer with their new lifestyle positioning."
Shares of Michael Kors have been hit hard over the past few weeks as Wall Street has become more cautious over the "jet set" luxury brand's trajectory of its phenomenal sales growth going forward and concerns about recent store markdowns. The stock is down roughly 9% over the past month and was trading down on Friday, falling 0.81% to $81.82.
Most recently, Baird Equity Research downgraded shares to "neutral" from "outperform," suggesting that there is an increased risk to its revenue and margin performance in North America stores. "While we see little risk to FQ1 earnings/guidance we see less room for upside to current Street expectations, supported by weaker July search trend data and Q3 survey results that point to weaker purchase intent across the handbag category," the July 30 note said.