In 1941, Coach originated as a family business in Manhattan, commanding a staff of six leatherworkers working on products made out of baseball glove leather. People thought it was ridiculous to use the leather for bags until they experienced how long lasting it was and how soft it became over time. Seventy-four years later, the brand has evolved into a leading modern luxury powerhouse, with a global presence in over 450 stores in North America, 500 locations in Asia and over 30 in Europe.
Last September, the Philippines became part of their history and welcomed the first store of Coach Inc. at Manila’s premium shopping district, Rustan’s in Shangri-la Plaza Mall. The interiors, conceptualized by Coach Executive Director Stuart Vevers and Studio Sofield, represents the exciting, new direction of the brand’s transformation by balancing the element of sophistication and playfulness and experimenting with premium finishes and contrasting textures.
For decades, Coach experienced success through a category they created called affordable luxury which many have tried to copy. Today, they are still pushing boundaries with innovative ideas that are creating waves in the fashion industry. This year, Coach ran their first runway in the New York Fashion Week which captured a lot of attention from both the fashion press and consumers.
President and CEO of Coach SEA and Oceania Andrew Stanleick, who attended the launch in Manila, shares, “Three years ago, I met with our CEO Victor Luis about his dream to transform Coach. We brought in Stuart Vevers and redefined modern luxury.” Stuart Vevers had the goal of creating unique luxury and something different for Coach. Along with the company, they wanted to create something refined yet playful.
The company factored in a new consumer in their advertising campaigns, a young consumer from a new generation. Three elements they focused on for the evolution of the brand were the product designs, store environment and the advertising direction. Andrew reveals, “We created interiors that were very different from the past. We used to do white boxes and other brands have followed that so we changed it up. We elevated the space to be more inviting so the consumer will feel at home; it will not be intimidating at all. You won’t see burly men in black suits that will scare off customers. That’s not Coach.”
The ambiance of this 100-square-meter store took inspiration from the brand’s roots which lie in New York City. The glass blocks, for example, is a reference to the New York City subway. Reclaimed pinewood and custom made wool carpeting were also incorporated to create that homey feel.
For the 2015 Fall-Winter collection, expect a twist on the American originals which pays tribute to the past and collaborates the ideas of the future. Here, just like the interiors, the fashion is inspired by home. The New York attitude speaks volumes in their new line of bags and clothing line. Look out for the fresh and edgy silhouette in their must-have bag line called the Coach Swagger, a modern yet elegant family of structured bags dressed in rich, pebbled leather that represents downtown New York City. The three-way Coach Swagger is adjustable and flexible, giving the buyer several options on how to wear it. The presence of color blocking brings about a playful element to the line.
This season also sees the launch of Coach’s new iconic print in “Wild Beast,” a collection that represents New York’s urban street style through its line of bags and accessories dolled up with the popular and timeless animal print. As of now, the store in Manila will feature an array of women’s bags, small leather goods and accessories. In the upcoming months, the store hopes to include men’s fashion and more ready-to-wear items.
In the Philippines, Coach is exclusively distributed by Stores Specialists, Inc., a member of SSI Group, Inc., and is located at Rustan’s Shangri-La. Visit www.ssilife.com.ph for more information.
COMMENT DISCLAIMER: Reader comments posted on this Web site are not in any way endorsed by Manila Standard. Comments are views by manilastandard.net readers who exercise their right to free expression and they do not necessarily represent or reflect the position or viewpoint of manilastandard.net. While reserving this publication’s right to delete comments that are deemed offensive, indecent or inconsistent with Manila Standard editorial standards, Manila Standard may not be held liable for any false information posted by readers in this comments section.