Select findings from our Q3 2013 Coach (COH) review

1. Is Coach Becoming more
Promotional?
Deep-dive into Coach’s recent email and
social media marketing

2. A look back at the most recent quarter: How did
Coach use marketing emails and social media through
March 30th, 2013?
• COH sent out 23% more general marketing emails in FQ3 2013 than FQ3 2012(1)
– In FQ3 2012, 100% of the emails were announcing New Arrivals or Trends
– In FQ3 2013, 12.5% of the emails advertised Sales
– We believe this may positively contribute to COH’s online sale growth (combined with the
launch of their factory flash sale site)
• On Facebook, we observed two “25% off purchase” sales, lasting 13 days total
– In Q3 2012, COH offered one 25% code lasting 8 days total
– Facebook is estimated to have contributed <3% of overall web traffic in last 3 months(2)
• COH did not advertise sales and discounts on its homepage during the quarter
– We observed minor design and text changes on the homepage, but no widespread
discounting
• Overall, COH offered more sales in FQ3 2013 than FQ3 2012; however, sales were primarily on
shoes and via Facebook (which is not a large traffic driver)
– We did not observe widespread discounting on women’s handbags or men’s accessories
– Therefore, we anticipated no sig impact to gross margin in the US
2
Notes:
(1) Source: Hipiti’s SaleTally proprietary database; data collected from COH landing pages, marketing emails and twitter feeds
(2) Source: SimiliarWeb

3. 0
5
10
15
20
25
30
35
FQ3 2012 FQ3 2013
Count of COH General Marketing Emails
We observed a +23% increase in COH general
marketing emails in FQ3 2013 versus FQ3 2012
3
Note:
(1) Source: Hipiti’s SaleTally proprietary database; general marketing emails sourced from several email accounts
+23%

4. We observed 8 sale days in FQ3 2012; in FQ3 2013,
we observed 21 sale days (covered 23% of the days
in the quarter)
4
Note:
(1) Source: Hipiti’s SaleTally proprietary database; data collected from retailer landing pages, marketing emails and twitter feeds
8
0
8
12
9
21
0
5
10
15
20
25
25% off Purchase via FB Up to 50% off Shoes Total
Count of Sale Days, by Sale Type
FQ3 2012
FQ3 2013

5. Majority of COH web traffic came from direct & search; COH did
not vary its homepage meaningfully during FQ3 2013 & we
didn’t observe any sales advertised on their homepage(1)(2)
5
Notes:
(1) Source: Hipiti’s SaleTally proprietary database; data collected from retailer landing pages, emails, facebook, twitter feeds
(2) Source: SimiliarWeb
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Direct Search Referrals Social Mail Display Ads
Traffic to landing page;
no sales observed on
standard landing page
86% of social traffic is
from fb, where we
observed 25% off codes
in Feb & Mar; 50%
greater sale days than
last year, but not
meaningful traffic driver
8% of traffic comes from
direct emails; we
observed increased
discounting of shoes via
email

6. 6
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