On January 4, US luxury brand Coach announced that the new generation of Chinese actor and singer Xu Weizhou had become the Coach’s first spokesman for the full range of men’s products in China. At the same time, the US luxury brand Coach announced that Xu’s Spring Coach2018 series, shot in New York, was a blockbuster. Then came online video ads image film, and SelenaGomez shoot before the spring ads complement each other.
The spring series was filmed in New York, where Coach originated, and was directed by StuartVevers, the executive creative director of the brand. Mr. Xu sat on a windowsill in a loft in New York. Take the classic retro fire-proof ladder and the iconic Empire State Building as the background. This is related to the brand origin of Coach itself. Coach was born in 1941, headquartered in New York, United States, mainly engaged in leather, handbags, briefcases, leather shoes and other products. It was listed on the main Board of the Hong Kong Stock Exchange on December 1, 2011, and also on the New York Stock Exchange, with a total of 293 million shares. On October 11, 2017, Cartridge announced that it would officially change its name from October 31 to “tapestry” in order to build a luxury goods group with multiple brands. The symbol for the New York Stock Exchange has since changed from “COH” to “TPR.”
According to first fashion, Coach is currently in a three-year adjustment period. While changing the brand image of “mother handbag” in the past, we should establish and strengthen the brand positioning of luxury goods, launch camellia series and NASA cooperation as the main promotion series, and connect with the city culture of New York. In addition, Coach is also working on the men’s product line to increase the contribution of men’s leather goods and clothing in sales. This invitation to become a spokesman for the men’s product line in China, but also from the side to confirm the development of Coach path is very clear.
At present, Coach official Weibo has initiated the related topic “# Xu Weizhou endorsing CoachMen#”, and with Xu Weizhou active interaction. But Xu Wei Zhou’s endorsement news once released, also caused the fan and fashion circles and so on person’s hot discussion. In 2018, major foreign brands competing to develop the Chinese market, the new generation of domestic actors only increased the momentum of development. On the fifth day of the New year, many international brands announced their China spokesmen and global image ambassadors. On December 29, 2017, Swiss fashion watch brand Swatch announced Wang Junkai as its global brand spokesman, while Wang Junkai received the endorsement of Lancome (Lancome) Cosmetic Perfume and Dell’s China brand, January 1, 2018. Chen Wei-ting also became Levi' S (Levi) brand spokesman. As the major brands pay more attention to the Chinese market, there should be more Chinese spokesmen and brand ambassadors in the public eye in the future.