Coach has made headlines with its latest announcement to host its highly-anticipated Pre-Fall 2019 runway show in Shanghai as part of the brand’s 15th-anniversary celebration. The show, entitled “Coach Lights Up Shanghai,” promises to dazzle audiences with a stunning display of ready-to-wear garments, stylish sneakers, and chic accessories that embody Coach’s deep connection with the Chinese market. This strategic decision to hold the show in Shanghai represents a bold step for Coach, marking the first time the brand will showcase its collection outside of its traditional New York City location.
Among the highlights of the upcoming collection are exclusive collaborative pieces created by Coach’s Creative Director, Stuart Vevers, in partnership with popular Chinese influencers. Notable figures such as actor and singer Timmy Xu and actress Guan Xiaotong, who have previously graced Coach’s campaigns, will lend their unique flair to the collection, adding a touch of Chinese influence to the brand’s signature aesthetic.
In aligning itself with other prestigious luxury brands like Versace, Chanel, Dior Men, and Valentino, Coach is tapping into the trend of hosting fashion shows in unconventional locations. While Versace and Chanel have chosen New York as the setting for their Pre-Fall 2019 presentations, Dior Men and Valentino have set their sights on Japan. By opting for Shanghai, Coach is making a strong statement about its commitment to expanding its reach in the flourishing Chinese market.
Emulating the success of Victoria’s Secret, whose Shanghai show debut in 2017 coincided with its aggressive Chinese expansion strategy, Coach is poised to make a lasting impact in the region. Reports from Forbes indicate that Coach experienced remarkable sales growth in China in 2016, underscoring the brand’s relevance and popularity among Chinese consumers.
Fashion enthusiasts worldwide are eagerly anticipating the Coach Pre-Fall 2019 show scheduled for December 8th in Shanghai. This milestone event underscores Coach’s dedication to engaging with its diverse global audience and reinforces its position as a dominant player in key fashion markets across the globe.
For more information on Coach’s upcoming Pre-Fall 2019 show in Shanghai, visit the official Coach website here. Additionally, for the latest updates and exclusive insights into the fashion industry, explore Vogue’s coverage of the Coach brand here.
