When I walked into Macy’s one of the first major brands I saw with their own isolated section was Michael Kors. Already from when I walked in I was attracted to all the Michael Kors bags and went to take a look at them. The section had so much traffic; and bags were locked up as luxury items. Although the bags are locked up for security purposes, they also give the consumer a sense that the item is very exclusive making them want it even more. I had to walk in more to the general bag section and saw coach there and again came across Michael Kors. I realized the pricing of the both brands were the same. When I got up to the shoe section, both Coach and Michael Kors had their own sections in the same respect. One thing I did notice though was that Coach had a lot of their classic styles, but incorporated some new styles such as the wedge sneaker, a style that is selling high now. In the Michael Kors section I saw a lot of trendy show styles, the wedge sneaker, studded heels and more. Overall I noticed that Michael Kors was appealing to their target customer in a greater way than coach. Their target customers are basically the same, targeting trendy, sophisticated women between the ages of 16-54. First off Michael Kors had so much floor space demanding and attracting attention. A major reason why MK is even able to do this is because they offer to primary collections, the Michael Kors luxury collection and the MICHAEL Michael Kors accessible luxury collection. Well actually I guess the first thing I would recommend to my supervisor would be to upgrade on collections, to be precise create a top notch collection with a similar price range, and with this they can now demand the floor space. A benefit segmentation that Mk has is that both the primary collections although one is more prestige than the other are in very similar price ranges, don’t get me wrong some of the prices are extreme but the benefit is that they are very affordable even for the quality that the consumer is purchasing. A third recommendation I would make to my supervisor is improving design and style for their target customer. I feel like Coach is trendy but not trendy enough and that is another leverage that Michael Kors has over them. There is a wide variety of options that is offered for the target costumers but with Coach I feel like its more limiting. I am not against coach staying with their classic styles but there are more modern and trendy ways they can improve them to appeal to the consumer’s eye. A fourth recommendation I would make is including more leather in their handbags. All of MK’s bags looked sleek with edge, fashion forward and all, because of the use of leathers. In general in my opinion Coach has a lot to work on. They are basically giving Michael Kors the right of way because MK is offering better merchandise at the same price as Coach. MK is not just an accessory and handbag brand but has become a lifestyle brand, yet being another reason why they have so much floor space. Coach has to step their game up from every angle, their products, uniqueness, benefits, and more. Lets see if they can get back in the lead!.