Coach Legacy boutiques to heighten appeal among style innovators
05 Feb '07
3 min read
Coach Inc announced plans to open its first two Coach Legacy boutiques this fall, which will be located in New York and Los Angeles. Both stores will be located in neighborhoods well known for their stylish shoppers: Robertson Boulevard in Los Angeles and Bleecker Street in New York's Greenwich Village.
These concept boutiques will reflect a more intimate new store design to showcase an edited assortment of Coach's more innovative product offering, including limited edition items that will be unique to these stores.
Reed Krakoff, President and Executive Creative Director of Coach, said, “With these concept boutiques, we will be entering new territory for the Coach brand, essentially allowing us to see how far we can take Legacy as a stand-alone concept. The shops will be focused toward the fashion consumer, to heighten our appeal among style innovators and trendsetters, as well as drive editorial interest.”
Lew Frankfort, Chairman and Chief Executive Officer of Coach, Inc. said, “We have built our brand in part by showcasing our extremely well-made products in environments that underscore their luxurious nature. This has been particularly true in recent years. The new Legacy concept boutiques will provide a different take on Coach, conveying the intimacy of the brand and giving us the opportunity to expand our appeal with our more sophisticated consumer, as our limited edition product becomes a more important part of our offering.”
“Further, we view these boutiques as laboratories, where we can pilot emerging collections, which represent the next evolution of the brand. We will leverage the intimacy that this smaller boutique environment will provide to feature our most innovative products. Ultimately, this will fuel brand excitement, impacting our entire retail store base,” Mr. Frankfort concluded.
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