What Will COACH Mean After The Renovation Of "Concept Stores"?

If we regard store experience and brand image as the ultimate goal of refurbishing stores, there is still one thing that can not be ignored about the store: according to the staff of Purchasing Department of COACH, who attended the event, there is a new plan for the products, and they hope that the product itself will become the carrier of storytelling.

For example, in addition to picking products that can stimulate sales, you will also notice some products that are not sales oriented, but are helpful for presenting "modern luxury".

COACH's performance in recent fiscal year is gradually reviving.

Since the 2013 fiscal year, the company's net sales have been decreasing for three consecutive years, and net sales in fiscal 2015 have dropped 12% over the same period.

From the 2016 quarter of the three quarter, the net sales have maintained a positive growth rate (constant exchange rate).

This morning, more than 10 Shanghai media appeared in the flagship store of COACH in downtown Hongkong square.

The store, which opened in 2010, has renovated one month in 2015. The sales area is about 4000 square feet (about 370 370 square meters).

Yang Baoyan, a tall French Frenchman, used his short English as the opening speech of the media shop. He especially thanked people for their punctual attendance on rainy days.

His current status is president and CEO of COACH China.

COACH then arranged the store maintenance manager, the store manager, the Chinese buyer and the store Craftsman Bar, to introduce the products, the procurement process and the customer service.

Craftsman Bar is the newly established maintenance and embossing workshop for leather products, which is newly established by stores in COACH stores. It is only set up in a few refurbished stores.

Generally speaking,

Brand (including light luxury) rarely arrange media inspection activities.

There is also a reason for COACH to do so.

In 2014, the company announced its brand pformation plan around the world, moving from "accessible luxury" to "modern luxury."

We have written an article discussing why COACH has sought this pformation, what it has done, what it plans to do, and how it has been doing for the time being.

Renovation of the world's stores is seen as an important part of its brand pformation process.

Compared with the design of bright and white dominated hue, the new store used a large amount of brown wood material, with a carpet of flannelette laid on the ground, which is visually warmer and more relaxed.

By the middle of last year, COACH has presented this style to its 150 stores in the world.

In China, they plan to refurbish 40% of the 161 stores by the end of this year.

If we regard store experience and brand image as

There is another thing about stores that can not be ignored: according to the staff of the purchasing department of COACH, who attended the event, there are new plans for the production of products, and they hope that the product itself will become a "storytelling" carrier.

For example, in addition to selecting

You will also notice some products that are not sales oriented, but are helpful for presenting "modern luxury".

In addition to global store refurbishment, another major change in COACH recently is the establishment of a new high-end product line, COACH 1941.

If you walk into the flagship store in Hongkong square, you will first pass the handbag area of this product line, which is also the largest area in this shop.

When COACH launched this product line at the beginning of this year, it spent a lot of marketing cost in fashion magazines, bulletin boards and social media. This is also the prelude to the brand's 75th anniversary this year.

The product behind the line is Stuart Vevers.

He joined COACH in Loewe in 2013 to become the creative director of the latter.

In the tenure of Vevers, COACH embarked on the fashion week of New York and Paris last year and early this year, and won good acclaim from the fashion industry.

This made Yang Baoyan very proud.

Although fashion is a consumer product, many people in the industry think that the significance of being recognized by peers is greater than the brand's achievements in the market.

COACH has no plans to disclose its market share in China.

In terms of other figures, China's sales in the last quarter increased by 2% compared with the same period last year, while sales in the same store also increased.

Globally, the brand's sales grew by 7% over the same period last year.