The Road Of COACH Pformation May Be Difficult To Predict In The Future.

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. This one-way street with only one vehicle has now taken the place of Champs Elysees street, becoming the busiest commercial street in Paris. Besides being next to the Elysee Palace of the French presidential palace, Coach will also live close to the tall men in fashion circles such as Hermes general store, Chanel, LV, Lancome office and so on.

In a profit report released by Coach in January this year, CEO Victor Luis said that Coach's new store was based on brand creative director Stuart Vives (S)

For the brand new image set up, "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.

And this is this year.

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.