Coach The Largest Flagship Store In The World, Interpreting Modern Luxury

Coach's brand remolding for three years has finally come to a point.

Like the more than 700 other established outlets, the overall design of the flagship store is in accordance with "

(Modern luxury) style.

At the entrance of the first floor stands a Tyrannosaurus Rex, which is up to 12 feet long and spliced with all kinds of bags, named "Rexy" according to its English name. Rex,

Coach the world's largest flagship store opened in Fifth Avenue, New York.

A total of three stories, with a total area of 20000 square feet (about 1858 square meters), with Cartier and Valentino next to each other.

CEO Victor Luis gave it an American name -- "Coach House", which corresponds to another word "mansion" which is favored by European luxury brands.

"I think Coach's way of expressing luxury is different.

We do not emphasize exclusivity. "

He said at a media preview last Thursday, "...

We should be warm to make customers feel at home and feel friendly. "

A small detail he pointed out to the media was that in order to keep warm, lights changed from white to orange.

This dinosaur has nothing to do with the brand tradition of Coach. It was originally a metal keychain in the high-end series "Coach 1941" launched by Coach in the autumn of 2015 and later appeared on sweaters and baseball leather jackets.

But it can be confirmed that it is more fresh than the once filled Coach Logo.

On the two floor, and

Like Prada and other brands, Coach also set up a customized area to emphasize the tradition of leather goods manufacturers.

It also looks very appetites to young people with neon lights, leather chairs and mini cortical animal models.

Shoppers can choose Rogue packages of different colors, and then design their own customized solutions on iPad, such as flowers, embroidery, initials, etc.

In addition, although the core profit of Coach comes from leather goods, the new store also has a lot of room for ready-made clothes.

"Coach House" can be seen as a summary of the brand's self reform.

Just 3 years ago, Coach's same store sales in North America had been down for three quarters in a row.

In order to compete with Michael Kors, Kates Spade, Tory Burch and so on for the increasingly crowded luxury market, it started a long and huge internal adjustment: Stuart Vevers was excavated from Loewe as creative director, and Victor Luis was pformed from the former Global CEO to brand name.

Bag design no longer emphasizes Logo, but instead goes back to the most unique Glove-tanned glove tanning process at the beginning of the brand building. It's a younger spokesperson, such as Chlo GrACE, Moretz, and so on, and redesigns the advertising blockbuster with famous photographers Steven Meisel and stylist Karl Templer Templer, for the first time in New York fashion week.

Series; reduce promotional activities, close department stores.

Has the change come to an end? "At least now the new brand language has become more coherent and clearer."

Luis said in an interview with fashionista.com.

But there are many other two reformers to do next.

In December, Coach will hold the first time for men's clothing and early autumn show to celebrate the 75 anniversary of the opening of the new flagship store and the establishment of its brand.

This will also be the first time that the menswear show has moved from London to New York.

From the latest performance, this change from management structure, product structure, channel strategy, store design to marketing content is good.

In the first quarter report of the 2017 fiscal year not long ago, Coach's profit increased by 21.8% to $117 million 400 thousand, and net sales increased by 0.7%.