In September 2015, Coach launched a new concession at one of London’s most iconic department stores – Selfridges.
All part of a plan that started when they appointed Stuart Vevers as Creative Director – to give the brand a new lease of life through exciting new collections. To a certain degree, stepping into a gap left open after Mulberry’s shift from the more accessible, middle ground of luxury fashion.
To celebrate that launch, Coach took over the rooftop at Selfridges, brought in Mark Ronson as their DJ for the night and invited VIP customers, key influencers and bloggers to come and party.
Coach partnered with Elle and GQ to promote the launch and the collection, as well as recruit a few extra lucky guest along the way. On the night itself, the event was then filmed and streamed live via Twitter.
More importantly, Coach have been some way ahead of their in-store sales targets since day one – and Selfridges is getting them in front of the kind of customer that might have otherwise disregarded them.