How does Coach win back young consumers in three years?

On the day of the new series of shelves, a 95 female consumer bought 11 women’s clothing products in a series. Salesmen at COACH flagship store in Guangzhou are revealed to fashion headlines.

In March 7th, COACH creative director Stuart Vevers paid tribute to the 2018 spring summer series of the death graffiti Keith Haring, which is officially landed at COACH Guangzhou flagship store.

In the refurbished COACH modern luxury store, the brand new series is displayed in the most prominent place in the store according to the different categories of handbags, women’s clothes, men’s clothes and accessories. COACH 2018 spring and summer series through the spliced cowboy, simple leather, personality graffiti pattern to the consumer to interpret the essence of American style western style as well as personality fashion American lifestyle attitude.

Obviously, after a series of transformation from inside to outside, COACH has become a luxury brand known by millennial consumers. At the end of the media luncheon held at COACH, Yann Bozec, the chief executive of the brand Greater China, received an exclusive interview with the fashion headlines, telling the story of the three years behind COACH’s gorgeous turn.

Yann Bozec became president and chief executive of COACH Greater China in July 2014, mainly responsible for the brand reshaping strategy of COACH in mainland China, Hongkong, Macao and Taiwan.