The Premise Of Coach Pformation Is To Have A Place In Paris.

The pformation plan began in 2014.

Following the launch of the men's and women's clothing line, it plans to launch the first flagship store in Paris, France this autumn, and the total area of the new store will reach 6500 square feet (about 603 square meters).

Coach had only 14 department stores in France before, and this was the first time Coach opened an independent store in France.

This flagship store is located on Rue Saint-Honor e, a one-way street with only one vehicle. Now it has taken the place of Champs Elysees street to become the busiest commercial street in Paris. Besides Coach, it will be adjacent to the Elysee Palace, the French presidential palace.

In the fashion circle such as head office, Chanel, LV, Lancome office, the colleagues on high are next door to each other.

In the earnings report issued by Coach in January this year, chief executive Victor Luis said that the new store of Coach was built according to the brand new image created by Stuart Vives, the brand creative director, "obviously better than the previous location".

Coach has upgraded 20 stores worldwide, and plans to upgrade 50 to 60 new stores in the same standard in 2015, and update the location of stores.

In the planning of Venus, the new flagship store will have a VIP salon, black steel and mahogany staircase, hand-made tufted carpet, custom interior and antique furniture.

In order to celebrate the opening of the flagship store in Paris, Coach will also issue a special version of the product and launch an advertising campaign.

In June 2014, Coach formally announced the pformation plan to solve the problem of the decline of brand image due to the opening of too many discount stores and the introduction of too many Logo funds. In August last year, Vives, who was hopping from the Spanish luxury leather brand Loewe, took on the task of changing the brand image of Coach.

Since it took office, Coach has taken a series of pformation measures, including the introduction of a wider range of products, including handbags, shoes and garments, listing a new series of men's and women's clothing, closing shop shops that may dilute brand value, and updating store concepts.

The past 2014 was undoubtedly a difficult year for the pformation of Coach. In the fourth quarter of last year, Coach's total sales fell by 14%, of which North America fell by 20%.

For Coach, this is the inevitable pain of pformation, and the pformation results are hard to come to light.

This year is the United States.

Born 75th anniversary, Coach hopes that the flagship store in Paris will help the brand better move to the European market and become a global lifestyle brand.