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Jim Cramer: While Coach Is Couponing, Michael Kors Is Growing

NEW YORK ( TheStreet) -- Jim, Coach had a fantastic quarter coming off of two very disappointing quarters. The question though, is, did they do it by promotion? And if they did, is that a concern? Because that's what I'm hearing is, they got a little promotional.

Jim Cramer:
Well, my take is, they'd gotten away from promotions, and it was a failure. You needed to be promotional in order...

Debra Borchardt:
But if you're aspirational, coupons is a bad thing.

Jim Cramer:
Yes and no...aspirational in China more than aspirational here...Lew Frankfort had taken his eye off of domestic. It turns out yes, domestic turned out to need more couponing. I didn't know how much couponing he was doing from the get-go. I'm not as crazy about the stock as I used to be, because that was a revelation. However, the fact is, is that this is a company that readjusted course and did so with alacrity in an environment where Burberry didn't. It's VF Corp. when VF Corp. was 140 going to 150, say.

In other words, VF Corp. people kept underrating. Coach was underrated. A lot of people still short Coach. That was a mistake. Coach is part of this Polaris, Harley-Davidson, Whirlpool component. The U.S. consumer is spending...just, the U.S. consumer's not spending in Europe or Asia. The bifurcation here's really rather stark, Debra. If you sell in the United States and you have China coming on stream, people like you, and Coach is liked today.

Debra Borchardt:
Today...because we have talked about Coach over these last couple of quarters, and I haven't liked them versus Kors.

Jim Cramer:
Kors is better. Kors is better. Because people like growth...not at any cost, because Kors is doing very well. But they like growth much more than promotion.

Debra Borchardt:
I'm struggling with this Coach, because I feel that by couponing it takes away from the brand. It's not a status symbol any more.

Jim Cramer:
You think it could be a one day thing? Some one-day thing? It could be a one-day thing.

Debra Borchardt:
I feel that if you got to give a discount to people to get them to buy your product it's no longer a status or an aspirational.

Jim Cramer:
Well, that's a good point. I mean, if you go to the Kors bargain stores...in other words, if you go to the outlets.

Debra Borchardt:
Outlet stores.

Jim Cramer:
The price points are still very high. So they're doing a lot that's right. They have the hot stuff...Coach doesn't.

Debra Borchardt:
All right. So you like Kors better than Coach, even though had Coach had a good quarter.

Jim Cramer:
Yes. I like Kors because in the end the market always circles back to the remaining growth stocks, and there's only a handful of them left.
Disclosure: TheStreet's editorial policy prohibits staff editors, reporters and analysts from holding positions in any individual stocks.

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