Selena Gomez Will Become Spokesperson For Coach'S New Brand

Coach is 75 years old, but its brand Remodeling has just begun.

Last Friday, it issued a statement that Selena Gomez will become a new brand spokesperson. The 24 year old American singer and actress will appear in the advertising blockbuster and social media content of Coach from the autumn of 2017. She will take part in the activities of StepUp, a female empowerment organization under the Coach foundation, and work with StuartVevers, the creative director of the brand.

It sounds that Coach's choice of spokesperson's standards does not seem to be different from those of Buberry, LV and Chanel. Brand youthful means that we should consider the definition of "cool in the minds of new generation of young people", and also consider the coverage and conversion rate of marketing strategy. Luxury goods They prefer the celebrities with image, health, personality and social media popularity, such as Kristen Stewart, the new spokesperson for Chanel.

Selena Gomez initially gained attention because it played Alice Russo in the TV play "Wizards of Waverly Place" on Disney channel from 2007 to 2012, and then became popular singer. She just won the most popular female singer award at the National Music Awards last month.

But what surprises her most is her popularity in social media: in 2016, Gomez ranked first in the number of Instagram fans, reaching 104 million, far more than Beyonc's 90 million and Kim's 88 million 900 thousand. One of the most popular pictures in the history of Instagram came from the star, an advertising photo with a lyric coke, and received 6 million compliment. In addition, she also has 46 million fans on Twitter (incidentally, Trump's number of Twitter fans is 17 million 400 thousand).

However, in an interview, Coach creative director Stuart Vevers said, "figures are not the key." "Coach is for the true, honest women Design . That kind of romantic, charming, cool and confident feeling is what we need right now.

Selena Gomez drink cola, which is also the most popular photo in Instagram history.

We have reported that in order to get rid of the brand of too old design, too much logo and too frequent discount, Coach has started a long and huge internal adjustment since 2010: reducing sales promotion activities, closing department stores, excavating Stuart Vevers from Loewe as creative director, bag design returning to the Glove-tanned glove tanning process at the beginning of brand establishment, and displaying garments series in New York fashion week.

After 3 years of adjustment, Coach is now embarking on a new brand image. Just last month, its world's largest flagship store opened in Fifth Avenue, New York, with a total area of 20000 square feet (about 1858 square meters). The lights were replaced with warm yellow. There was also a 12 foot tall "Tyrannosaurus" Rex (Rex) standing in the doorway. You can see it on Keychains, sweaters and baseball jackets of the Coach.

Interestingly, C line, the high-end luxury brand, has also launched the tyrannosaurus necklace and earrings in the 2017 spring and summer series of jewelry. OliverSinger, a fashion magazine editor who is nearly 40 years old, commented that this reminds her of the 90s dinosaur fever of Jurassic Park and game Super Mario: back to Dinosaur Island, so "it will not be humiliating, but it will be proud to take it up as if it were an adult version of childhood dream gadgets."

Coach and Colette launched a tyrannosaurus handbag.

Tyrannosaurus jewelry in C e line2017 spring summer series

Coach's 2017 men and women's clothing show just started earlier this month. It spanformed the show in the Western District of Manhattan into an American antique parking lot. The models wore modest suits with street elements and walked through motels, Tyrannosaurus neon and old cars. Snowflakes are falling, and a young chorus has sung the Empire State of Mind of JayZ and Alicia Keys, who won the Grammy best concert collaboration in 2009.

You can imagine that, as a light luxury brand, Coach still needs to create "within reach of luxury", but the "accessible" way has to be changed. It is no longer a ubiquitous store, Logo and discount, but a more "cool" brand image, such as the most popular young stars, such as dinosaurs for young and old.

Another obvious change is that Coach is also trying to get closer to the real luxury of people. At the beginning of this month, according to the world clothing and shoe net, Coach sought to be bought by Buberry, but was rejected by the latter. The newly signed Selena Gomez has also been the heroine of LV9 month's advertising blockbuster.

So far, people's response to the new Coach is pretty good. In the first quarter report released in the 2017 fiscal year not long ago, Coach's profit increased by 21.8% to $117 million 400 thousand, and net sales also increased by 0.7%.

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