While Coach has just completed the renovation of the Shanghai Hongkong square shop, handbags shelf was transformed into a whole shoe wall, compact to display the brand's dozens of spring and summer footwear products.Coach is trying to shift from a second tier leather brand to brand a fashion lifestyle. This way of life is Coach condensed into two words -- New York simply.

 

New York fashion week 2014 first appeared in the figure of Coach, a historic first show the fashion.

 

In 2013 October, Coach launched a high-end handbags series named Borough -- this is the characteristics of New York's name. Its shape came simple atmospheric route, each package is big, in, small three, the most expensive nearly $1200. Later, in Manhattan's Coach flagship store is also undergoing a major renovation, in addition to the development of men's display area, it also used the new colors and wood and cortical high-grade decorative material, make them look more like fashion major suit flagship store. More North American store renovation plans are still in process.

 

A series of stories of New York as the theme of the video has been accompanied by the launch of the Coach new round of products and outlets transformation. Advertising film's protagonist including Brooklyn a famous chocolate shop owner Rick Michael brothers and Mast, to find their own occupation career in New York Danish supermodel Freja Beha Erichsen and the Scotland artist Charlie Anderson. They all wore Coach's full line of products, to tell their story and the city of New York.

 

"Compared with the traditional European luxury brands, we hope to become other consumer choice. I think New York fashion this location is very special, but also very fit with Coach." Coach China president and CEO Jonathan Seliger tells "weekly of the first finance and economics". In his view, New York fashion means "less exclusive, more inclusive, pay attention to connotation. It is very dynamic, open, can use a variety of ways to express, this is the New York city style. This is our hope that Coach become."

 

Now, Coach hopes to put it over the past 5 years of successful experience in Chinese reference to global markets, including North America. At the end of 2013, the Coach CEO Lew Frankfort in retirement for the Coach found a new successor, Victor Luis, to continue to complete the Coach "into a accessories as the core of the global fashion and lifestyle brand" plan.