reporter | Chen Qirui
editor | Zhou Zhuoran
On May 8, the American fashion brand Coach announced Jeremy Lin, a Chinese American basketball player, as the new spokesperson for the men's product series. It is a good thing that
's professional field competence and brand spirit are compatible with each other, but in the past few years when Western fashion brands are keen to issue titles of ambassadors and close friends, it is somewhat surprising to choose a basketball player as the spokesperson.
Compared with those traffic stars who frequently forward hundreds of thousands of traffic stars, Jeremy Lin's image is obviously more low-key, and Coach also wants to convey brand-new information to consumers through this move.
With the changes in Chinese society’s aesthetic concepts and the expansion of the men’s fashion market, men’s choices when placing clothes are no longer the traditional "old three pieces" of business wear, sports wear and casual wear. The hot trend of the young generation with street style as the main trend in the past few years will reverse the scene of the prosperity and decline in the fashion news, and the more formal men's clothing with modern design will also usher in a wave of climax.
Coach belongs to the latter and has its own advantages. This brand, which is well-known in China due to the concept of "light luxury", has been considered a representative of high cost performance for a long time. In the hottest years of Coach, it became the first expensive bag purchased by many fashionable girls after entering the workplace, and it has cultivated a group of loyal fans.
When the men’s fashion market is on the rise, men who have just acquired fashion concepts also need such a brand to provide them with clothes that can be worn in the workplace, are formal enough but slightly playful and fashionable, and can show sufficient brand depth. . Coach, which has been founded for 79 years, is undoubtedly among them. With its success in the women's apparel market, it has provided sufficient warm-up for its development in the menswear market.
What Coach has to do now is how to make itself known to more male groups and drive them to shop for consumption. Compared with traffic stars, men account for a larger proportion of Jeremy Lin's fans and onlookers, and the source of attention the brand has received is more targeted.
At the same time, Jeremy Lin’s identity as a Chinese-American athlete can also resonate even more among Chinese consumer groups. His hard-working personal image and professional ability to a certain extent also fit the current men’s advocacy of "powerful" personality in society. .
On the other side, Coach also needs such a good image of the spokesperson to enhance the brand's reputation in the Chinese market. Jeremy Lin's arrival can help Coach establish a new image among consumers to a certain extent, and then restore its previously affected reputation.
In global publicity, Coach is also changing in this more mature direction. After choosing Suwon Kiko and Selena Gomez as global advertising spokespersons, Coach announced last fall that the 51-year-old American actress and singer Jennifer Lopez will become the brand's new global advertising spokespersons.
, which is different from Coach’s rejuvenation strategy in recent years, has brought huge traffic to Coach. According to information disclosed by Lyst, a fashion data website, after Coach announced Jennifer Lopez as its spokesperson, searches for brand bags soared by 204% in the fourth quarter of 2019.
But the high traffic brought by the spokesperson is sometimes not fully reflected in the brand's sales. In the third-quarter financial report recently released by Coach’s parent company Tapestry Group, the group’s sales for the fiscal quarter ended March 28 recorded US$1.07 billion, a year-on-year decrease of 19.4% and a loss of US$677 million. Coach sales It was 7.72, a drop of 20%.
And this also explains why Coach wants to make a difference in the Chinese men's apparel market. Affected by the new crown epidemic, luxury goods sales in many countries around the world are in a stagnant stage. China, where the epidemic situation has eased, has become an important engine driving global luxury consumption.
, as the originator of the domestic "light luxury" trend, Coach has been very frequent in China in the past few years. On the one hand, by raising prices, changing design styles, and opening joint collaborations to reverse the old-fashioned and stereotyped image; on the other hand, by holding big shows and appointing acting stars as spokespersons to narrow the distance with Chinese consumers.
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