- June 23, 2021
- Posted by: Stratford Team
- Category: Business
These in-house brand ambassadors have proven to be significant assets for brands in China during the pandemic. By forming a direct channel of communication with consumers, Coach was able to introduce products, post videos, organise live streams and strengthen sales virtually, notes Kahn. Coach’s China sales associates’ team are now passing on their learnings to the rest of the world, adds Bozec.
Focus on China
In the post-pandemic era, Coach is doubling down on its commitment to — and investment in — the Chinese market.
To highlight the importance of China, the brand staged its first physical runway after the pandemic in Shanghai earlier this month. “This was our second runway show in Shanghai, and we used it as a platform to globally debut our winter collection,” says Kahn. “Coinciding with the 80th anniversary of the brand, it marks a significant moment as the brand’s first show in Shanghai since 2018. It’s a celebration of our passion…
