Coach first held a men's and women's show in Shanghai outside the city of New York in Shanghai

Those who have visited New York must be impressed by the bustling and hustle and bustle of the city. Even if you close your eyes, the traffic there will turn into a variety of sounds that constantly hit your eardrum. However, on the night of December 8, 2018, the voice of New York, such as the police car, the traffic signal indicating, and the pedestrian conversation, rang in the West Coast Art Center in Shanghai.

People in the East seem to have moved to the streets of New York in an instant, and this is actually the launch of the American fashion brand Coach early autumn show, and the way the 77-year-old New York brand strengthens its identity in a foreign country. This show continues the brand's new style of continuous development in ready-to-wear and leather goods after the transformation in 2014. The current creative director Stuart Vevers intends to create a new and beautiful New York girl image that is both feminine and cool.

The flowery long skirt with retro sweater and leather is the main style of this series. Some details have been done in a delicate way. We can see the metal yarn and the wool intertwined, or look at the fur coat. To the staggered tassels, this guarantees the personality while keeping warm in autumn and winter.

At the same time, as a brand that started with leather goods, shoe bags are still the focus of attention. In order to match the early autumn series of warm-colored clothing, there are many small and medium-sized bags in black, orange and green. There are also many Chinese elements in the accessories. On a bag, Coach's iconic little dinosaur Rexy meets the two characters "Shanghai".

Vevers intends to present a cosmopolitan image. In the layout of the scene, two classic cars parked next to the street lights, making people seem to return to Wall Street in the 1940s. At the end of the T stage, the neon lights, bars and hotels in downtown New York are directly copied. The design of the dance floor has presented a side of New York's drunkenness. In the expression of Vevers, this flash has a surreal meaning in the corner of the city in neon, and it is also the common point of both Shanghai and New York as super-large international metropolises.

Borrowing the show to strengthen the emotional exchange between two different cultures and different markets is a mild business strategy, and this idea is also infiltrated in the products of the 2019 early autumn series. Consumers will eventually find a lot of designs that combine Chinese elements in this season. Coach will work differently with local artists such as Chinese ink painter, cross-media artist Zhu Jingyi, graphic artist Hiroki, sculptor Sui Jianguo and so on. The special style of the special product serves as a gift for the brand's 15th anniversary of entering the Chinese market.

In 15 years in China, this is the first time Coach has held a men's and women's show in a city outside New York. In the choice of the city, Victor Louis, president of Tapestry Group, the parent company of Coach, said in an interview with Daxiu and Interface News, “In addition to entering China 15 years ago, Coach started direct business in China 10 years ago, including Direct control of shop opening, and communication with local consumers, all of which originated in Shanghai, the city is meaningful for both personal and brand life. More importantly, Shanghai is now Asia. And even the world's fashion town."

Of course, this is also related to the increasing weight of the Chinese market in brand management. In 2008, Coach recovered the retail business of Hong Kong and Macao from its distributor Junsi Group. In 2009, it recovered the agency rights in the Mainland. It must be said that this step laid the foundation for the global transformation plan after Coach.

Today, the number of Coach brands in China has reached 210. According to Coach's first quarterly earnings report for 2019, the brand has opened 190 stores in 70 cities in mainland China, of which about 75% have already matched the brand. The transformation plan, designed with the concept of modern luxury retail as the main theme, including Beijing SKP store, Guomao store, Shanghai Hong Kong Plaza store, IFC IFC center store are the main stores. In addition, 70%-80% of the stores are located in second- and third-tier cities.

Regardless of the show layout or supporting marketing, the big show with the theme “Coach Lights Up Shanghai” can be seen as costly. In the Coach flagship store on Hong Kong Plaza in Huaihai Road, the interior decoration of Yingji has been arranged early. Three white piglets are facing the door, wearing an expensive Elizabeth Ruff collar on the neck, carrying a small bag on hand, seems to advance Congratulations on the Chinese New Year. At the entrance of the store and the entire external wall of the mall, the matching lights of “Coach Lighting Shanghai” will be played and will be played in the business circle in the near future.

Continue to strengthen product fashion, optimize the price and application scenarios will also be the focus of Coach's work in 2019, the brand said it will cooperate according to the needs of young Chinese consumers, and strengthen investment in China. In terms of global strategy, Coach hopes to further realize the coverage of digital customer platform and promote digital innovation and e-commerce growth. The specific measures include redesigning the official website coach.com to promote traffic conversion.

These plans are new developments in the long-term brand transformation plan that it has announced since June 2014. In the past four years, Coach has increased its ready-to-wear category and transformed into a full-fledged lifestyle lifestyle brand. The Coach 1941 series, which was released at New York Fashion Week in September 2015, has played a significant role in updating the Coach brand image, expanding product categories, and defining menswear and womenswear styles. As a result, Coach's stores have also undergone extensive refurbishment, such as setting up a "leather craftsmanship" that provides customized services in the flagship store.

The transformation plan began to receive positive feedback in 2016. According to the first quarter of fiscal 2016, Coach's net sales achieved a positive year-on-year growth, which was further optimized in the third quarter of the same year.

The opening of the group operation is also the focus of the transformation strategy for the Coach brand. Louis told Interface News that when the New York brand, which was born in 1941, continued to transform as an independent brand, Coach Inc also had an internal transformation and upgrade as a company, so the group began to acquire other brands.

The first step of the acquisition was the purchase of the footwear brand Stuart Weitzman in 2015, followed by the acquisition of Kate Spade, and in 2017 officially changed its name to the Tapestry Group, officially opening the journey to build a luxury goods group. Currently, the three brands in the group share resources in the supply chain, human resources, digital channels and finance departments, but remain independent in marketing, products, design and stores.