The Coach store that South Florida women have come to know and love – its haute handbags coveted for their classic quality – has undergone a transformation in The Gardens Mall.
The transformation follows a major rebranding effort by the 76-year-old company, focusing on its image as a purveyor of luxury leather goods with timeless, yet modern, appeal.
“Coach 1941 really remixes aspirational heritage with a downtown attitude modernizing and reinventing luxury and authenticity for a new generation,” David Duplantis, the company’s president of global marketing, told Advertising Age.
That’s when the effort began, as Coach celebrated its 75th anniversary. Images from the new campaign show models in bohemian-inspired clothing featuring flowing floral prints and prairie-style skirts edgily accompanied by leather vests and dark, chunky shoes. In December, the company announced a partnership with superstar Selena Gomez.
According to Michele Jacobs, the mall’s corporate director of marketing and operations, the transformation emulates the vision Stuart Vevers, Coach Creative Director, has for the brand.
“This location is the most up to date prototype and features a broad assortment of the newly high-stylized merchandise,” Jacobs said.
Photo via Facebook/The Gardens Mall
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