An online store may be essential for retailers in China.
Coach has been a rising star in the Chinese market. For the first half of this year, the affordable luxury brand has become the third best-selling brand with reported annual growth of 60%. The company has recently launched an online store on its Chinese website.
“The launch of our official online store is a major milestone in Coach’s history, underlining our confidence and unswerving commitment to this growing market,” said Jonathan Seliger, president and chief executive officer of Coach China. Coach expects the site will be more engaging with local consumers, and provide better brand image control and messaging.
To attract Chinese consumers to its online store, Coach will feature exclusive products that are only available online. Coach will self-manage the e-commerce site, but will outsource order fulfillment. Coach continues to invest heavily in China with plans to open another 30 locations by year-end, bringing its total stores in China to 130.
We’ve seen more and more brands setup official online stores to not only further sales to an ever growing online market, but also to better control brand communications. Coach, like other multinationalbrands jockeying for position in China, seems to be taking the right steps to help propel the brand’s visibility to Chinese consumers.