"China is not just an important market, but also a source of inspiration," Liliana Lucioni, president of Coach China, told China.org.cn during an interview on Wednesday at the China International Import Expo (CIIE) in Shanghai.

The luxury handbag and accessories retailer, part of the Tapestry Group, has used the expo to showcase new products and designs since it started attending the annual trade event in 2019, with this year marking its sixth consecutive time of participation.

This year, Coach has debuted the new Quilted Chain Tabby handbag, a part of its iconic Tabby series. To promote this new handbag hitting the global market, Coach's exhibition space features striking giant Tabby handbags.

The booth of luxury handbag and accessories retailer Coach at the 7th China International Import Expo (CIIE) in Shanghai, Nov. 7, 2024. [Photo by Wang Yiming/China.org.cn]

"We've always come to CIIE with the intention to innovate and transform," Lucioni said. "We see CIIE as a very strong platform to share our perspective on innovation and our products."

Besides gaint handbags, Coach's exhibition space also includes a fully functioning café, highlighting Coach's recent business endeavor into the hospitality sector. This follows the opening of the first Coach café on Shanghai's East Nanjing Road in July.  

Coach Café at the 7th China International Import Expo (CIIE) in Shanghai, Nov. 7, 2024. [Photo by Wang Yiming/China.org.cn]

According to Lucioni, Coach has been actively supporting young talent in China through collaborations with universities such as Donghua and Tsinghua. In September, the brand launched the "Donghua University—Coach Young Designer Innovation Practice Base," aimed at fostering emerging talent in the fashion industry. Recently, the Coach Painter program has also offered students and young artists from various universities across China the opportunity to express their creativity by painting on Coach products.

Lucioni noted that connecting with consumers culturally is a core strategy for Coach. "China is a significant source of inspiration for our designs," she said, highlighting collaborations with local artists and IPs as part of this approach. For instance, Coach has partnered with artists in Beijing and Suzhou to bring local creativity into store designs, allowing these artists to express their interpretations of Coach's brand.  

At the 5th CIIE, Coach showcased a partnership with Shanghai's candy brand White Rabbit, aligning with the Year of the Rabbit theme. Lucioni explained that such collaborations help blend local cultural elements with Coach's brand identity, contributing to a unique customer experience in China.

Despite the global economic downturn and weakened consumer spending, Lucioni remains optimistic about the Chinese market. She believes that agility and a deep understanding of consumer needs are key to maintaining momentum. Currently, Coach has "nearly 300 stores across the country" with plans "to continue opening new" locations. The luxury retailer also plans to focus more on "Gen Z consumers," explaining that at the moment they "are only engaging a small percentage of Gen Z in China, so the potential is vast."

"As long as we stay deeply connected with our Chinese consumers, the opportunities here will continue to grow," she added.

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