Luyện nói tiếng Anh bằng Shadowing qua video: Why Gen Z Fell In Love With Coach
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74 câu
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1
Coach purses were a staple in the early 2000, worn by teens at the mall and celebrities on the red carpet. The monogrammed design with a double C logo was everywhere.
Túi xách Coach là một món đồ không thể thiếu vào đầu những năm 2000, được các bạn thiếu niên mang đi mua sắm ở trung tâm thương mại và các người nổi tiếng dùng trên thảm đỏ. Thiết kế có họa tiết lặp lại với logo chữ C kép xuất hiện ở khắp mọi nơi.
2
But by the 2010s, the brand fell out of favor, its luxury reputation suffered, and sales plummeted.
Nhưng đến những năm 2010, thương hiệu này không còn được ưa chuộng, danh hiệu xa xỉ của nó bị ảnh hưởng nặng nề và doanh số sụt giảm mạnh.
3
The company wiped out about 60% from its market cap between its 2012 peak to mid 2014.
Công ty đã bị xóa sổ khoảng 60% giá trị vốn hóa thị trường từ mức đỉnh năm 2012 đến giữa năm 2014.
4
But coach is back.
Nhưng huấn luyện viên đã trở lại.
5
The girls came through.
Các cô gái đã hoàn thành nhiệm vụ.
6
Coach is back.
Huấn luyện viên đã trở lại.
7
Mainly among Gen Z consumers who were driving a lot of its growth.
Chủ yếu là những người tiêu dùng thuộc thế hệ Z đang thúc đẩy phần lớn sự tăng trưởng của nó.
8
Fashion always looks to the youngest generation for inspiration and then every other generation follows.
Thời trang luôn tìm đến thế hệ trẻ nhất để lấy cảm hứng, sau đó các thế hệ khác sẽ đi theo sau.
9
So we knew if we could win with the timeless Gen Z, we could win with everyone.
Vì vậy, chúng tôi biết rằng nếu có thể giành được sự ủng hộ của thế hệ Gen Z luôn đi đầu xu hướng, thì chúng tôi có thể giành được sự ủng hộ của mọi người.
10
And in 2024, coach surpassed Michael Kors to capture second place in the US luxury handbag market.
Và vào năm 2024, Coach đã vượt qua Michael Kors để giành vị trí thứ hai trên thị trường túi xách cao cấp tại Mỹ.
11
It was named the fifth hottest fashion brand in fourth quarter 2025, climbing ten spots from its previous ranking.
Thương hiệu này được xếp hạng là thương hiệu thời trang nóng bỏng thứ năm trong quý IV năm 2025, tăng mười bậc so với thứ hạng trước đó.
12
In this sector, it's really rare to take a kind of mediocre mall brand that has been And tarnished and then elevate it to be a credible luxury contender that is very, very rare.
13
Coach was founded as a men's leather goods business in 1941.
14
It was inspired by a baseball glove over time.
15
A baseball glove patina is enhanced.
16
It gets better over age.
17
And that's why today you see ten, 20, 30 year old coach bags.
18
But across the globe, still having that beautiful, sustained patina.
19
In the decades that followed, the brand transformed into a women's fashion house, opening its flagship store on Madison Avenue in 1981 and then boutiques in Macy's department stores across the country. The brand distinguished itself as accessible luxury, high craftsmanship at affordable prices in the late 90s to early 2000.
20
Its iconic logo covered bags became an IT girl item.
21
But as logo mania fell out of favor, Koch suffered its heavy discounting and over presence, and outlet malls cheapened its reputation.
22
Consumers traded the brand for competitors Tory Burch, Michael Kors and Kate Spade.
23
It kind of had lost some of its cachet.
24
And, you know, the the brand had kind of almost been diluted in terms of its heritage and the value of the products.
25
Between January 2012 and January 2015, Coach shares lost 40% of their value.
26
There was a time when you'd walk in the store and you were just handed a 20% off coupon, and that was a site wide or a store wide discount.
27
And over time, that drags down the brand equity of the brand overall.
28
By 2013, the company recognized the need to course correct. Nearly all of its North American sales are direct to consumer.
29
So Coach had great access to long term data.
30
The company hired a new executive creative director, Stuart Veveers, who came from high-fashion brands Mulberry and Loewe, to introduce a more youthful aesthetic. He shifted coach away from the heavy logo designs. The company also closed underperforming stores and moved away from discounting.
31
They pulled everything back, went completely back to the drawing board and thought, okay, what do we really need to do?
32
And had a very clear plan and message.
33
They also, you know, looked at their products and realized that, yes, we need to scale back.
34
We need to focus on the quality.
35
The company also made several acquisitions.
36
It bought designer footwear company Stuart Weitzman for $574 million in 2015, and former rival Kate Spade in 2017 for $2.4 billion.
37
That October, it renamed its holding company Coach Incorporated to Tapestry.
38
It wasn't so much a light switch as it was building on a little bit of success to success to success.
39
We focused on fewer ideas, both in product and storytelling. We became very focused on this timeless Gen Z client globally.
40
We stopped telling ourselves some stories that businesses tell themselves that every business unit, every market is a snowflake.
41
I think those underpinnings and those principles coupled with culture make a huge difference in 2021.
42
Longtime tapestry executive Todd Kahn took the helm as CEO and president of Coach.
43
The brand sales grew 16% that year and 15% from pre-pandemic levels.
44
74% of Tapestry's revenue that year came from Coach.
45
Over the last five years, Tapestry's market cap has expanded by about 140%.
46
Bags like the Brooklyn, Rogue and Tabby became best sellers, in part because of powerful social media campaigns with influencers and celebrities like Megan Thee Stallion and Lil NAS X.
47
As Y2K fashion came back in style, coach seized on the moment by leveraging nostalgia.
48
It rebranded older pieces for a new audience and rereleased classic designs and launched bags at different price points to meet demand for every budget.
49
Should somebody have to save 3 or 4 months of salary to buy a handbag? Is that really the world we think is great? I love the fact that you don't have to do that for coach, and you don't have to do that across the globe. So that's part of our success.
50
Coach has also benefited from Gen Z's love for customization.
51
Its brooches and bag charms have been hits.
52
It's also been experimenting with in-store experiences.
53
It launched immersive concept stores called Coach Play to help boost Gen Z visits and coach coffee shops. Coach's revenue grew 15% in Q3 2025 compared to the same quarter a year prior.
54
It also outperformed the industry in Europe and China, and achieved a 77.1% gross margin, more than two thirds of its nearly 900,000 new customers in North America, where Gen Z and millennials.
55
The Brooklyn bag was named the hottest product of Q4 2024 by global shopping platform List.
56
Demand for its products overall was up 332% year over year. Coach's sales grew double digits two quarters in a row. While, for example, LVMH, the owner of several luxury brands, witnessed declining sales and the share price of the two companies reflects this difference, too.
57
You're seeing a very clear market share shift where those brands are declining and they're particularly calling out the affordable luxury consumer.
58
They have said repeatedly that they have not seen any deceleration in the trend year to date in 2025, which is quite surprising given the environment we're in, where the consumer is being more cautious.
59
Coach generates about 60% of its sales in North America, but its international appeal is growing, especially in Asia.
60
It currently has nearly 1000 stores in 21 countries.
61
Coaches also exposed to some risk with the rise of social media. Small, up and coming direct to consumer brands are encroaching on its territory. Looming tariffs could also impact the brand.
62
More than half of tapestries goods are manufactured in Asia. Planned reciprocal tariffs on those imports are as high as 49%.
63
Yet its supply chain is diversified, with no single supplier accounting for more than 10% of production. It has limited its exposure to China.
64
Based on what we know today.
65
We will be fine.
66
We have relationships for 20 or 30 years with our suppliers. We really are involved in every aspect of the process that helps us navigate these kind of issues.
67
Long term coach could diversify its offerings to compete with peers, women's handbags and other accessories. Account for about 70% of its sales.
68
I think sometimes brands go too quickly into line extensions and category expansion, and what ends up happening is they go into lower margin Emerging categories that are maybe have more fashion risk, more obsolescence risk.
69
And so they end up actually diluting the equity of the brand by doing too many things all at once.
70
So I like that coach is being slow and measured with this.
71
We see so much opportunity and we see that just on the demographics. If you think about next year and for the next five years, there will be 25 million women who turn 18 globally, who can in the markets that we play, who can afford over $100 handbag.
72
When you just think about that opportunity to bring them into the coach, to have that first bag be a coach back, that's tremendous growth.
73
So I don't necessarily need to be great in everything.
74
We like to be great in everything, but we really need to be great in our core categories.
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Từ vựng và ghi chú luyện nói cho bài học này
Video này có 74 câu và 1349 từ để luyện shadowing. Phần lời nói dài 9:12. Người nói giữ tốc độ đều, khoảng 147 từ mỗi phút, vừa sức để nói đuổi theo. Chỉ 80% số từ nằm trong 3.000 từ tiếng Anh thông dụng nhất, nên từ vựng khá khó.
Từ vựng quan trọng trong video
15 từ đáng học trong video, kèm phiên âm và nghĩa:
| Từ | Phiên âm | Nghĩa |
|---|---|---|
| logo danh từ | /ˈloʊ.ɡoʊ/ | biểu trưng, lô-gô |
| discount danh từ | /ˈdɪskaʊnt/ | bớt giá, sự bớt |
| mall danh từ | /mɔːl/ | phố đi bộ |
| reputation danh từ | /ˌɹɛpjʊˈteɪʃən/ | danh giá, danh tiếng |
| suffer động từ | /ˈsʌfɚ/ | chịu đựng |
| equity danh từ | /ˈɛk.wɪ.ti/ | sự bình đẳng |
| celebrity danh từ | /səˈlɛb.ɹɪ.ɾi/ | danh vọng |
| globe danh từ | /ɡloʊb/ | quả địa cầu |
| affordable tính từ | /əˈfɔɹ.də.bəl/ | phải chăng |
| supplier danh từ | /səˈplaɪə/ | người cung cấp, người tiếp tế |
| glove danh từ | /ɡlʌv/ | găng tay, bao tay |
| extension danh từ | /ɪkˈstɛnʃən/ | sự mở rộng |
| rank danh từ | /ˈɹæŋk/ | hàng |
| capture động từ | /ˈkæp.(t)ʃɚ/ | bắt |
| designer danh từ | /dɪˈzaɪnɚ/ | nhà thiết kế |
Phát âm cần chú ý
Người nói dùng 8 dạng rút gọn, ví dụ don't, they're, wasn't. Hãy nói theo dạng ngắn đúng như bạn nghe.
- Âm “th”: leather /ˈlɛðɚ/, aesthetic /ɛsˈθɛ.tɪk/, youthful /ˈjuθfəl/
- Âm “sh” và “zh”: luxury /ˈlʌk.ʃə.ɹi/, reputation /ˌɹɛpjʊˈteɪʃən/, extension /ɪkˈstɛnʃən/, exposure /ɪkˈspəʊ.ʒə(ɹ)/, capture /ˈkæp.(t)ʃɚ/
- Từ dài — đặt trọng âm cho đúng: reputation /ˌɹɛpjʊˈteɪʃən/, celebrity /səˈlɛb.ɹɪ.ɾi/, affordable /əˈfɔɹ.də.bəl/, necessarily /ˌnɛs.əˈsɛɹ.ə.li/, inspiration /ˌɪn.spɪˈɹeɪ.ʃən/
Cách luyện với video này
- Nghe hết video một lần, chưa cần nói, và ghi lại những từ bạn chưa biết.
- Nói đuổi từng câu ở tốc độ bình thường, lặp lại mỗi câu đến khi nhịp của bạn khớp với người nói.
- Ghi âm giọng mình rồi so với bản gốc, chú ý các từ như logo, discount, mall.
Ngữ pháp trong video
Những cấu trúc người nói dùng nhiều nhất, kèm đúng cụm từ trong video:
| Cấu trúc | Trong video |
|---|---|
| Câu bị động be + quá khứ phân từ — nhấn vào việc xảy ra, không phải người làm | was named · was founded · was inspired |
| Thì hiện tại hoàn thành have/has + quá khứ phân từ — việc đã xảy ra nhưng còn liên quan đến hiện tại | has been · has expanded · has also benefited |
Phương Pháp Shadowing Là Gì?
Shadowing là kỹ thuật học ngôn ngữ có cơ sở khoa học, ban đầu được phát triển cho chương trình đào tạo phiên dịch viên chuyên nghiệp và được phổ biến rộng rãi bởi nhà đa ngôn ngữ học Dr. Alexander Arguelles. Nguyên lý cốt lõi đơn giản nhưng cực kỳ hiệu quả: bạn nghe tiếng Anh của người bản xứ và lặp lại to ngay lập tức — như một "cái bóng" (shadow) đuổi theo người nói với độ trễ chỉ 1–2 giây. Khác với luyện ngữ pháp hay học từ vựng bị động, Shadowing buộc não bộ và cơ miệng phải đồng thời xử lý và tái tạo ngôn ngữ thực tế. Các nghiên cứu khoa học xác nhận phương pháp này cải thiện đáng kể phát âm, ngữ điệu, nhịp điệu, nối âm, kỹ năng nghe và độ lưu loát khi nói — đặc biệt hiệu quả cho người luyện IELTS Speaking và muốn giao tiếp tiếng Anh tự nhiên như người bản ngữ.