CHINA. American luxury brand has partnered with Atlantis Sanya and China Duty Free Group in Hainan in an omnichannel campaign that runs from 10 December until 10 January.
A pop-up boutique at Atlantis Sanya features Coach’s dinosaur mascot Rexy in an American beach holiday setting, designed to blend liveliness and joy.
The leisure-related concept fits with the island-focused vacation theme, allowing customers to experience an immersive American holiday atmosphere
A new industry ‘Trinity’
Coach said that it had teamed up with CDFG and Atlantis Sanya to reach a Trinity (tripartite) cooperation.
The project not only opens up a new cooperation model for Coach in Hainan with CDFG and high-end hotels but also lays the foundation for deeper cooperation in the future, the brand company said.
The pop-up offers over 100 products, including Coach’s most popular classic products together with a range of the latest bags and shoes.
While enjoying the in-store experience, customers can scan the QR code to purchase later at the CDF Mall in Haitang Bay where they can enjoy preferential prices and a comfortable and smooth shopping experience. Visitors can also participate in mini games and win customised travel stickers and beach towels.
Coach’s Haitang Bay store in CDF Mall features a similar range of themed displays and activities, bringing customers a connected omnichannel experience.
While waiting in line at the store, customers can scan a QR code to participate in a surfing dinosaur-themed mini game, offering the change to win Coach gift certificates. Consumers can also be led to the online store for a connected experience.
Brand embossing services are available for those who want a personalised self-purchase or gift.
Note: Coach and its parent company Tapestry (which also owns Kate Spade New York and Stuart Weitzman) are exhibiting at the second China International Consumer Products Expo (Hainan Expo) on 12-16 April 2022. The event is hosted by the Hainan Provincial Bureau of International Economic Development (Hainan IEDB). Organised against the exceptionally difficult backdrop of a global pandemic, the inaugural Expo held at the same venue in May this year was a huge success. More than 1500 companies representing 2,600 brands from 70 countries and regions exhibited. For enquiries please contact Hainan IEDB Global Media Officer Ruslan Tulenov at lusilan@investhainan.cn
Note (II): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
Click here to view all back issues. Please email Sinead@MoodieDavittReport.com to subscribe.
