COACH is the oldest brand of America’s dedicated one of the companies making leather products，founded in 1941 in Manhattan, New York, the products include handbags, small leather goods of women & men, briefcases, travel bags, travel goods, shoes, watches, coats, jewelry, furnitures and related accessories products. As early in 1962, Bonnie Cashin help to raise the status of the COACH brand to a high degree of designer works! Also lead a new bag design and consumption patterns in the United States! Till Reed Krakoff designs Ergo series created works with the strength of the patent property! COACH has already been a veritable “affordable luxury”.
The CEO from Overseas Department of COACH Mr. Peter Emmerson commented the spirit
of COACH brand: It is not a works of art for people to look on in the museum, it can be the design integrated into our life! After years of sustained development, “COACH” Brand has became the luxury brand of fashion products same as LOUIS VUITTON, GUCCI, FENDI, PRADA and other world-class. According the Statistics, search of auctions in Yahoo, LV, COACH,
GUCCI those three brands are the most frequently searched by user.
There are more than 400 specialized COACH stores in the world! It opened specialized stores in Taiwan of China, Shanghai and Beijing. The latest opened Shin Kong Mall in Beijing, the newest flagship store of COACH has been open for business! The store is two floors up and down, the usable area is over 400 square metres, specifications decoration of this store are excellent, in the shops of Luxury leather goods, the decoration with leading standards and design concept.
The Coach Flagship Store in Shin Kong Mall of Beijing set showcases in two floors, the showcase in the first floor facing the street outside the mall. The outside of the showcase constituted by large POP poster, inside of the showcase designed alone.
The showcase in first floor of COACH Shop represented a whole shop space design styles: simple and chic, American style for bright, passionate and detailed coexisting. The decoration prop of the showcase is light color design, transparent and reveal in-store with white space on either side, constitute the concise of impression. The passion shows the design of products and background image on the wall, the models wore clothing as accessories props are not sold, the purpose is to show the effect of best dressed COACH leather accessories products. Always to have a practical spirit of the American brand COACH will not play brand concept as LV and GUCCI, even if the product does not appear in the showcase seems to be indifferent, and COACH not only display the goods with visual around the core, to use necessary costume props to reflect the effect of wearing parts difficult to complete performance leather goods.
The new COACH products for this season is colorful, handbags, sunglasses and other accessories are still topics such as red, yellow and green color interpretation the enthusiastic attitude towards life, the clothing as the props of accessories, in collocation only requires to matched the styles impressions of brand, in complete accord with leather accessories goods, should not be too excellent to excel the main push brand with leather goods. In order to enlarge brilliance of leather products, the background of the showcase used the flower pattern on leather bag as element for inkjet, so that the customers are attracted the element is the leather bag design elements, the selling point eventually return to the product itself, rather than the related accessories of props.
The showcase in second floor of COACH Shop are not the same as first floor to give attention to overall impression of the brand features, and completely display the goods. The showcases on both sides are use glass showcase to interpretation of leather bags boutique concept, this kind of glass showcase structures slim high shelf, reduce the screen in maximum, so people can see clearly the inside shop space. Similar as the design of treasure showcase in museum, it can set off the worth of products. On both sides of the showcase completely symmetrical in form design, consistent the props styling inside the shop.
The entrance of the two floors takes same way to service customers. The entrance of the first floors recommend the main push products in showcase again, warm colors was also lead the entire shop passion, the colors will appear at each location. Each leather bag merchandise own it’s independent bracket, and well-arranged, the color is for the same series, or the same batch of limited products. On the basis of leather bags, increasing related accessories series for display, such as silk scarves and sunglasses, and strive to make customers to know all the products of COACH series for sell, and the feature to be matched products. Model portfolio make this position formed a perfect picture of composition, become the visual image area after entering the shop.
The entrance of the second floor displaying merchandise series is basically the same as first floor, in accordance with the standard for display. The difference is to increase the use of wood base frame, the same as the bracket to stabilize merchandise. The color of products is white and Tan, associated with the product series in the second floor. The shoe shows independent, added the balance on the left side in composition, to prevent the shoes do not lost.
There is a sales counter on the right side in the store, also the image area of COACH, the main identification is a trademark of brand, as well as the coach classic black and white leather products on display in the center. The prop shelves include display tables, hanging rod containers and so on.Leather bags products mainly to show on the desktop, hanging display and wall cabinet display. The COACH props made from wood, stainless-steel frame and synthetic glass. Visual effects a bright, clean, pure and rich fashion sense. The sample related accessories or associated standards to exhibit on display. Each layer of container wall added hidden light source, making each exhibition bits can display products stereo and focused.
Fashion model portfolio still react the finishing touch. COACH Handbags, Sunglasses, Jewelry and other small accessories products, must be made through the overall match against in order to demonstrate the effectiveness and value. Results by full collocation of the models to reflect, this demonstrates the importance of props clothing. Good quality materials of the models, quality of the clothing and creativity style etc directly determines the value of the main pushed goods. The functions of those models is to make the goods value for money.
The cashier’s as a symbol of the currency value, much of the material used wood, was thick and solid, give customers a sense of confidence and strength. And the wood texture is fit to show a sense of years, that is brand history, and images of the wall’s COACH EST 1941 marking echoes of history. The desktop also display gadgets, such as key chains and necklaces, these gadgets are free to matched the COACH Handbags, the customers may beget interest in buying at any time.
COACH mainly sell ladies handbags, the proportion of men’s leather bags are relatively small, so shop zone for ladies merchandise without special notice, and men’s leather products sales area, there is a special prompt to distinguish. Men’s model is a significant mark. The models at the core display a variety of leather products that men may use, like the fashion package, small key bags and wallets, and readily available. Men models’ clothing in full accordance with Lady collocation styles for design to achieve the unity of brand wearing. Such as the sunglasses on head, which is a unified standard style element.
The props of COACH merchandise for men are consistent with racking system, due to the restriction of shipments, there is a change between display method and quantity. Such as the number of men’s products are relatively low, and style is single, at this time, if still adopt 2 pieces for samples,then it will need a considerable number of same styles or same series with products to match. So the SKU samples for Men’s area, except in some adopt 2 pieces by repeating for samples, it also adopt single items and gadgets for samples at the same time, to deal the products with less styles. For the products with large number of styles and quantity, it adopt 3 pieces and 4 pieces for samples. The standards of display also take strewn at random and associated big and small accessories.
COACH Sunglasses almost appear anywhere in the shop, there are very important commodity. In this independent sunglasses exhibition area, independence is only relative, relation is essence. The two rows of sunglasses on the right and left are with a rich situation.The mirror in centre is convenient for customers to observation the effects of wearing the sunglasses at any time. And the mirror reflect the male models area and make the products linked to each other, to avoid isolation. When sunglasses as flat display, adopt repeat the display method, 3 pairs sunglasses keep the same shape to appear, change towards to bring the sense of change, silk scarf increases mild elements and related matching to sunglasses.
These POP advertising painting at the top of showcase, its content is to highlights the two large selling point of COACH: First, the making tools of leather products on the right, performance with COACH was designed by renowned world of famous designers ,after many processes seiko secret agents by skilled artisans, each piece of COACH products are worth to collect of fine art,its by virtue of with durable of quality, and superb of making technology. Second, there are many different color leather trademarks, on one hand to show the rich of leather color making technology and more selective of COACH, and COACH has special to Beijing City Business Administration Council made applications in 2005, requests to make the American COACH, INC. in People’s Republic of China range within has registered trademark dedicated right of “COACH” series trademark as focused protection of famous trademark one. Reflects the COACH for the importance of brand value. Behind is the largest image, it is the birthplace of COACH – luxuriant Manhattan Business building.
Though the fancy jewelry of COACH are not leather products, there are also valuable because of COACH brand, so COACH Shop set up special showcase. Every pieces of jewellery have its special props, make every effort to make every product is value for money. The gloves and wallets on the other side, remind customers return to the world of COACH leather products.
The COACH Wallet products on display, respectively 1, 2, 3, 4 pieces in a group for samples, the same with the general principles. In cargo compartment floor decorated with many different backgrounds, such as colour plates, to distinguish different types of cargo hold and products. In the cargo hold with full hanging of letter-chain pendant, each letter with a different color, you can match with different colours of leather products, at the same time, each letter represents a spelling with the first letter of a word, the word maybe is the first letter of customer’s name spelling, can also be a customer’s lucky letter. In short, there are enough reasons to enable customers to buy some letter chain as an accessories or gifts.
The designed manuscripts of COACH designer handbags became a product background prompt, appears as a picture in frame, like the fashion art works. The advertising paint shows the dress style of the products. All of it, in order to make customers realize that buying more than just a commodity, and it’s also a dedicated designer works for customers, it is worth owning and preservation. This is just a detail part, to focus with all details, in order to comply brand value for money.
The other picture shows one hand making the handbag, the handbag is the one of beautiful works on display in the front of the showcase. A shoes next to the handbag is very nice, I think it is to be made by the same skilled technology. The framed behind the shoes are full of the important accessories of a bag – lock catch, variety of all shapes and colours, such as jeans’ buttons, so small parts are able to do such thoroughness,the quality of the brand no need for further explanation.
COACH silk scarves accessories for each individual products hyperchromic many. They are also the important tips on display elements. Silk scarves represents a limited edition design works, the silk scarves and coach metal tag appeared at the same time, they represent limited precious new goods, owned by the fleeting opportunities.
The design of stair transition region are the important links the must take account of for all two layers brand shop. The marble materials continue to be used on the ground, the staircase handrails made of stainless steel consistent with the shelves. The models at the corner transfer according the display method of the merchandise.
This area is “the enthusiasm” image area of COACH on the second floor, but also the commemoration of the 65 anniversary of the birth of the brand extension. Gorgeous colors are corresponds to the shopwindow in the first floor. The furniture props aims to create a casual, relaxed atmosphere, lifestyle of product integration. The color of furniture, shelves consistent with the background color of shopwindow in the first floor, but a change in the form, essence is still make the color design elements of main push products to shop decorative elements for a transformation with various forms. In this area, the goods are worth to enjoy in this environment, but also a lot of details designed inadvertently brought surprise to customers.
COACH took a lot of work on 65 anniversary activities in 2006, after a year of year’s end physical inventory and special activities such as new stores opening period, theme of the anniversary will be moved out again and interpretation. The leading role is always the product itself, several classic COACH purses are popular for so many years collection as essential luxury products are sufficient become the treasure of the store, these choicest goods shows their importance under the light of lamp on the table. And the colorful umbrellas become the special commemorative limited edition special goods. On the basis of the blue carpet, paved a full piece Zebra skin on the ground, to echo coach real leather material as well as the importance design features of similar colored stripes of zebra stripe. (To avoid certain beliefs and doctrines of disgust, at the time of sale do not disseminate this information.)
There is also set up a group of complete matched models in souvenir area on display.Wear method changed of the Sunglasses, to wear in front of the chest. The V neck knitwear wearing on the model is unique design. It is independent clothing props specially showing the COACH Purses and wallets in the hands of the model.Long and thin trousers shows the result of matched a COACH Shoes. Specially designed models, easily hold wallets or handbags, and looks true and natural .
The manipulation method of merchandise display of the COACH Shop is very clear. The enough reflecting the value of goods with the support of props, shelves and furniture. And catch the themes of color design and merchandising of key areas to develop structural characteristics for branded merchandise and design characteristics of display methods and standards, strictly enforced, and formed a simple and color theme for the entire shop and brilliant merchandise display. As shown in the figure, even the two small simbl on the entire wall, the color design of background, products mix combination, displaying structural principles, respectively shows the characteristics of color themes in close connection with the goods, structural integrity of the goods and clearly relevance , display the goods in accordance with the color and size for regular display .
Combined all these details, we can easily understand that why a lot of luxury customers putting the COACH branded with centennial top brands such as LV, GUCCI together for collection, as well as loyal customers of COACH easy to extend rapidly after the initial purchase.
This is an “affordable luxury”, is also a good value for money and a loyal brand. Don’t need sales miss explained, without reading the lengthy brand advertising brochures. While browse the designer manuscripts, understand the unique technology, sharing brand history, silent sales – Visual display design, like a silent but excellent lectures, has been reached a brand’s ambitions.
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