One of the biggest things Coach will have to do to survive the next 50 years in retail is to maintain the constant change in the fashion industry. Fashion is something that always has a trending market. With that said, Coach must stay on top and know what the fashion statements are and also meet the wants and needs of their customers to keep them happy. The economy is also something every company has to worry about and adapt to know matter what the circumstances are. If the economy crashes, products such as leather may not be available. Coach uses leather to design purses, shoes and clothing, so this will potentially hurt the industry. As of right now Coach uses a variety of techniques to advertise their products, but within the next 50 years things are going to change. This means the brand will have to come up with an ongoing strategy that will help them stay with all the changes.
Personally, I think it would be beneficial for Coach to expand their brand and design a more appealing line of merchandise to the younger generation at a good price. With the younger generation being more tech savvy and extra fashionable this could value and boost the brands profit. Also, I think it is important for the brand to manage their online appearance very heavily. There are numerous stores nationwide selling Coach merchandise, so it is important that the original company has full control over the brand, and how they market themselves throughout the years.