Coach picks Shanghai for Pre-Fall 2019 show
In celebration of the brand's 15th anniversary, Coach has announced it will host its Pre-Fall 2019 runway show in Shanghai.
Titled "Coach Lights Up Shanghai," the collection of ready-to-wear, sneakers and accessories will highlight the brand's relationship with its Chinese market. While the brand is known for its coed runways, this will be the first show of its kind that Coach is hosting outside of New York City.
The Pre-Fall collection features collaborative pieces between Coach Creative Director Stuart Vevers and popular Chinese influencers like actor and singer Timmy Xu, who featured in Coach’s Spring campaign, and actress Guan Xiaotong.
With this jet-setting move, Coach joins brands like Versace, Chanel, Dior Men and Valentino in switching up their show locations – Versace and Chanel will both show their Pre-Fall 2019 collections in New York, while Dior Men and Valentino will show in Japan.
In a similar move to Victoria's Secret, which made its Shanghai show debut in 2017 in tandem with a new wave of the brand's Chinese expansion, Coach president and CEO Joshua Schulman said in a release that Coach will be investing an "unprecedented" amount of time and money in the Chinese market in the near future.
Coach's success with Chinese consumers has been growing since 2016, when Forbes reported double-digit Chinese sales growth for the label just nine months into that fiscal year.
The Coach Pre-Fall 2019 show is scheduled for December 8.
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