Coach to present runway exclusives
Coach will be offering "runway exclusives" for the first time during its menswear show in London, England.
The American fashion house has followed a similar path before, previously previewing special bags during its women's shows which were available for sale immediately afterwards. As this idea was such a success, with totes selling out within 90 minutes, Coach's creative director Stuart Vevers has decided to extend it to his men's offering.
"We thought there was a real appetite so we expanded on the concept,” he told WWD.
The catwalk presentation, which is to be held on Monday (13Jun16), will be the grand unveiling of their exclusive apparel. Onlookers will see around 20 to 25 ready-to-wear items, accessories and bags take to the runway, including leather outwear and "easy T-shirts".
However, Vevers reveals that not every item will be previewed, and there will also be mystery one-of-a-kind designs on which he collaborated with an anonymous artist.
Like before, once the runway exclusives are sold out on Coach's website, they will no longer be available. However, unlike the women's bags, which were only available in North America, the men's pieces will be sold around the world.
“Everything will be available after the show and will never appear later in a store. We’re celebrating the moment of the show,” Vevers explained, pointing out that the event will live-streamed by the brand on social media. “We’re seeing more of our clients engaging in our shows and we wanted them to have something special and fun.”
While the label focuses on keeping up with the changes in the industry, its chief financial officer Jane Hamilton Nielsen has announced her resignation, according to WWD. She will stay at the company until August (16) to ensure a smooth transition and the hunt for her successor has already begun with the help of firm Crist Kolder Associates. Nielsen joined the label in September 2011.