Coach Malaysia fronts store associates in new campaign

Coach Malaysia is tapping on fashion icon Jane Lau as well as its store associates Afi Ivan, Mira Radzi, Sabreena Hadi, Scarlett Yap, and Valerie Chuah for its latest Spring 2022 collection. These individuals are part of the house's Key Opinion Leader Programme and the campaign reflects Coach creative director Stuart Vevers' vision of American classics subverted through the lens of now.

The campaign highlights Spring 2022's Cashin Carry Tote, is a reimagination of an archival design by Coach's first designer Bonnie Cashin. The imagery will be featured in select Coach stores in Malaysia.

Meanwhile, Coach said the KOL programme is a unique initiative that is part of its efforts to empower store associates as influencers. The initiative helps trainees develop skills such as public speaking, styling, and hosting livestreams to help them on their career paths.

Campbell O'Shea, GM of Tapestry Southeast Asia and Oceania, said the team is inspired by its hometown of New York City and champions the power of individuality and believe in the power of the community to make a difference.

"Coach's vision is to empower our multi-talented store associates to become influencers through an enhanced training and development programme. We are always excited to put a spotlight on our store associates and are keen to give them the opportunity to shine," O'Shea explained. A+M has reached out to Coach for additional information.

Coach has carried out interesting activations in Malaysia. Last December, it offered a unique phygital experience at its store in Pavilion Kuala Lumpur with a game that allowed players to race through the snowy New York City as a Coach Holiday animal. Players could collect “love” they can share with friends. This was inspired by “Give A Little Love,” Coach’s message for the holiday season.

it also paid homage to its mascot Rexy in supersized form by having it plastered at the Pavilion Elite giant LED screen. Rexy was shown walking around the screen and holding Rogue bags - reflecting the Rogue’s unique attitude, inspired by free-spirits, rebels and dreamers.

Across the border, Coach recently concluded its second bespoke pop-up store, “Coach’s Bagel Shop”, in collaboration with Two Men Bagel House. The brand wanted to bring a unique and experiential retail concept inspired by the dynamic spirit of New York City to Singapore. The pop-up store ran from 9 April to 8 May and aimed to give the local community an imaginative taste of Coach’s hometown.

A limited-edition menu was created for the pop-up shop which also sold the Spring 2022 collection by Coach. Exclusive co-branded merchandise such as water tumblers, enamel pins and stickers were also offered as gift options. Its first concept store was launched in 2021 in Singapore, titled "Tomorrow's Vintage", and celebrated its timeless style and the brand's commitment to a better-made future.

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