Once a category crusher, the 75-year-old company was forced to rethink its strategy in 2017 after reporting four straight quarterly losses, with shares falling a total of 39 percent that year.

这个拥有75年历史的公司曾是行业老大， 2017年却连续四个季度报告亏损且股价下跌39%，不得不重新考虑其品牌战略。

Those losses were partially attributed to the fact that Coach's loyal clientele had increasingly turned up its nose at the once-prestigious brand, whose less pricey CC line has been purchased in droves by younger consumers at steep discounts in malls and outlets.

这些亏损部分是因为，寇驰的忠实客户已经越来越对这个曾经著名的品牌嗤之以鼻。在各大商场和奥特莱斯，其相对低廉的CC系列产品因大幅度的折扣被成群结队的年轻消费者买走。

After the appointment of Stuart Vevers as executive creative director in 2013, Coach started a "re-platforming" of its brand. The company closed down one-fifth of its North American retail stores and renovated high-traffic, high-value stores (such as Rodeo Drive) to exude "warmth" and "modern luxury," while returning to the company's original horse and coach logo — along with its upper crust equestrian connotations.

2013年，斯图尔特•维佛斯被任命为执行创意总监后，寇驰开始其品牌的“平台再造”。寇驰关闭了北美零售店的五分之一，并整修了其高流量、高价值的专卖店（如罗迪欧大道店），以彰显其“温暖”和“现代奢华”的风格，并重新使用寇驰原来的马和四轮马车的标志——及其上流社会座驾的内涵。

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