.Coach is upping the ante in terms of experience in its retail stores.
Sandeep Seth, North American president and chief marketing officer of Coach, said the new concept is intended to be a physical representation of the brand’s “expressive luxury” positioning. It is the latest iteration of that strategy, following the successful relationship the company established last fall with Lil Nas X, which has helped “bring the brand to life.” Coach Play Chicago is intended to bring that same messaging into a retail space.
The store carries ready-to-wear, bags and accessories merchandised as all-gender rather than men’s and women’s. He said the idea was influenced by Apple’s Genius Bar, which “changed the way people shopped” by encouraging them to visit the store and “play with things.” The store will serve as a test for future units that will open around the world. “As we learn, we will continue to modify,” Seth said.
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