Brand heritage & sustainability on the program for the new pop-up Coach.
For its first pop-up store in Singapore, the American brand intends to make consumers aware of its brand heritage while promoting its second-hand offer.
A Coach Tomorrow's Vintage shop.
For its 80th birthday, Coach offers itself a small retrospective. From yesterday to today, the brand's new pop-up, called Tomorrow's Vintage, brings together pieces from the archives and reissues skilfully arranged behind showcases reminiscent of those in museums.
Bonnie Cashin, Ergo bags... If the chronological presentation of these models allows the house to press the legitimacy of its history and to impose its products as timeless, it also allows to highlight its savings program Coach (Re)Loved flyer. The shop offers for sale about thirty bags from the second-hand market and restored. For more consistency, the pieces are also presented in a decor combining vintage furniture and upcycled supports.
Durability, know-how... The Tomorrow's Vintage initiative aims to celebrate leather craftsmanship by organizing a series of workshops focusing on personalization or cleaning. Gamification requires, the experience is completed by a wall of tikam-tikam - a famous game of chance in Malaysia - also declined through a mobile operation allowing to win accessories and intended to boost the drive-to-store.
While the luxury bag sector could experience an annual growth rate of +5.3% over the next seven years to reach 94 billion dollars by 2028, the accessible luxury sector clearly intends to increase seduction operations to get his piece of the pie.
Pop up Coach Tomorrow's Vintage - Until September 12, 2021 - 1 Teck Lim Road, Singapore.
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