As promised earlier this year, Coach has debuted a new store format to reflect its aesthetic under executive creative director Stuart Vevers, WWDreports. Steel beams, pine wood flooring, and mid-century furniture like leather stools and shearling-upholstered chairs are meant to be “a living reflection of where we are now,” CEO Victor Luis told the publication. “The feeling we were looking for is warmth.”
“If you’re a Coach loyal customer and you walk in, it may not feel like what you’ve experienced for the last ten years, but it may feel better,” Luis added.
It certainly feels different from the store concept they debuted last year onLower Fifth Avenue, which included the elimination of registers in favor of iPads. At the time, Vevers said that most ideas from that location, which functioned as a retail “lab,” wouldn’t come over to the new stores.
Look out for simple refreshes every season, including swapping out furniture and artwork. “There is a true, loyal Coach customer today, and we want her to come in and be surprised, but at the same time, say, ‘This is Coach and it’s great,'” said Luis. “If anything, it should reinforce the Coach that’s in her heart.”
Want to publish your own articles on DistilINFO Publications?
Send us an email, we will get in touch with you.
Date: November 24, 2014