The marketplace in which Coach operates had become increasingly crowded. So ahead of an ambitious program of global expansion, it was vital for them to carve out a distinct position which would separate them from their competitors. We helped to develop an aggressive new positioning experience to elevate the perception of the Coach brand as an accessible luxury brand. 

We created a new flagship retail design to update and upgrade the look of their stores, making them both sophisticated and timeless, classic and contemporary, uncluttered and modern. The result was a perception shift of the Coach brand globally and into a more profitable retail proposition. The success of the new program re-energized the existing customers while at the same time attracting an entirely new segment.