"China represents a significant growth opportunity for us, and we are thrilled to embrace the potential that Hainan offers with the development of the free trade port," remarked Joon Silverstein, the senior vice president of global marketing, creative and sustainability at Coach, who also heads Coachtopia.
The first sub-brand of Coach in over 80 years, Coachtopia unveiled its inaugural China store in Sanya, Hainan province on Wednesday. Its products will be showcased at the fourth China International Consumer Products Expo, taking place from April 13 to 18 in Haikou.
Coach relocated its travel retail headquarters to Hainan in 2022, which is a signal to the brand's commitment and investment in the burgeoning market, according to Silverstein.
"Hainan is a dynamic travel retail market, attracting tourists from all corners of China and ranking among the top travel destinations for Gen Z," she said. "Our decision reflects our view of the region as a window into the expansive Chinese market."
Silverstein said that the sub-brand sees the shared value and commitment in sustainable development in China. "Gen Zers in China are increasingly passionate and focused around sustainability values and they want to be a part of making positive changes," she added.
The sub-brand has collaborated with a growing community of Gen Zers - from climate activists, designers and upcyclers to journalists, filmmakers, entrepreneurs and fashion enthusiasts.
Gen Zers' growing concerns for the environment and sustainability, alongside their passion for fashion, has seemingly created an internal conflict, according to Silverstein.
"We aim to break the emotional compromises and show that they don't have to make a choice. It's possible to make a positive impact on the world, love fashion, care about self-expression and still have a voice in addressing climate change," she said.
"Gen Zers are the ones who are taking on the challenges and responsibilities of combating climate change," Silverstein explained. "It's crucial for us to invest in this generation, to engage them and explore new ways of transforming fashion, while also addressing environmental concerns and assisting our customers in expressing themselves."
Coachtopia's community is a global growing network of diverse Gen Zers who are feeding their perspectives and ideas into the sub-brand's products.
"Their desire to have a seat at the table and be involved in shaping the future reflects their genuine commitment to creating a better and hopeful world for the generations to come," Silverstein said.
He Xian, a member of the community, designs products for the sub-brand. Given surpluses of leather material, she has gone above and beyond by using children's artwork to create unique designs for chairs that appeal to family consumers.
Lu Yi, 26, is involved in Coachtopia's community operations in China. She discovered that young people show an interest in joining the community when they come across the vibrant product content on social media platforms like Xiaohongshu. The community events are scheduled to take place one to two times every month and will include workshops and second-hand markets, according to Yi.
Zhang Huan, 29, is an advocate for sustainability and frequently shares related topics on Xiaohongshu. When approached by the community, she expressed: "Sustainability is not a solitary journey." She hopes to see creative designers collaborate with community members to create do-it-yourself projects using circular materials.
chenbowen@chinadaily.com.cn
