Coach, the renowned American luxury brand, is preparing to make a monumental impact during Macy’s Thanksgiving Day Parade in New York City on November 28th. In an unprecedented move, Coach will unveil a breathtaking float during the parade, featuring their beloved mascot, Rexy the dinosaur, in a larger-than-life version.
Dubbed “Rexy in the City,” this towering float will stand an impressive three stories tall and will showcase the iconic dinosaur donning a fabulous feathered hat amidst a remarkable Big Apple display adorned with dazzling, multicolored sequins. This extraordinary entrance is poised to solidify Rexy’s status as the emblematic figure of the brand, first introduced by creative director Stuart Vevers in 2015, in an exhilarating and memorable way.
Joshua Schulman, CEO and President of Coach, expressed immense pride in being the first luxury brand to present a float in Macy’s Thanksgiving Day Parade. He shared his enthusiasm, stating, “As an American brand, we are thrilled to be a part of this treasured American tradition that Macy’s has meticulously organized for the past 93 years. Participating in this iconic event is the perfect way to kick off the holiday season.”
Alongside the awe-inspiring float, Coach will also launch an exclusive capsule collection featuring none other than Rexy the dinosaur. The collection will be available online and at Macy’s stores, starting from November 15th. Schulman views this “Rexy in the City” endeavor as more than just a collaboration with Macy’s; it represents a deliberate shift in Coach’s wholesale strategy, focusing on a more meaningful and narrative-driven approach. In an illuminating interview with Forbes, Schulman emphasized that while Coach heavily prioritizes their own retail stores and e-commerce, they recognize wholesale as a crucial element of their overall retail strategy, particularly for the visibility it provides. He explains, “Through partnerships like this, we aim not only to generate sales but also to harness the power of our database and social media community to amplify our storytelling.”
Considering the staggering 3.5 million spectators that attend the parade annually and the massive audience of over 50 million television viewers, Coach’s brand resonance is expected to soar to new heights. This groundbreaking initiative exemplifies the brand’s unwavering commitment to innovation and its extraordinary ability to captivate and engage consumers through unparalleled experiences and storytelling. Coach’s participation in Macy’s Thanksgiving Day Parade promises to leave a lasting impression and firmly establish its position in the competitive luxury market.
Useful links:
1. Macy’s Thanksgiving Day Parade Official Website
2. Coach Official Website
