Coach.
Introduction
The marketplace in which Coach operate had become increasingly crowded.
So ahead of an ambitious program of global expansion, it was vital for them to carve out a distinct position which would separate them from their competitors. We helped to develop an aggressive new positioning experience to elevate the perception of the Coach brand as an accessible luxury brand. We created a new flagship retail design to update and upgrade the look of their stores, making them both sophisticated and timeless, classic and contemporary, uncluttered and modern. The result was a perception shift of the Coach brand in Asia and into a more profitable retail proposition. The success of the new program re-energized the existing customers while at the same time attracting an entirely new segment.
Global Flagship Stores
The key was finding the right balance to reflect the modern and classic qualities of the Coach brand.
Space planning, lighting, and fixtures were all engineered to better articulate the current design palette of details with richer materials. A high level of craftsmanship and detailing helped create an understated, elegant atmosphere. A sense of scale and order was brought without changing the existing merchandising approach, and dedicating each room to a given product category allowed shoppers to explore the full breadth of Coach designs while experiencing the brand as a lifestyle.
