Recognising changes in social behaviour led to Coach, a US designer bag company, innovated to meet the needs generated by the growing clubbing scene. The company was able to broaden its customer base beyond its traditional target of mature women by company designing small wrist wallets that appealed to young women who wanted to go clubbing....

BPIR Categories

2.1.6 Identify social & cultural changes
2.2.2 Select relevant markets
2.2.4 Formulate and review business unit strategy

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