For the month of December, New York-based fashion house Coach offered Chinese buyers an online platform from which to buy its products, including limited edition bags and accessories. The e-store, part of the company’s 70th anniversary promotions, was designed to test the waters for online luxury shopping in China. Now thanks to its successful trial, the Coach e-store is poised to become a permanent fixture.
Coach, who had 65 stores across 28 cities in China at the time of the web launch, said the site received 3.5 million hits during the trial month. "Through direct contact with Chinese online consumers, we have increased our understanding of the needs and preferences of China’s online shoppers and accumulated valuable experience in China’s e-commerce landscape and gained insights to potentially pave the way for the development and launch of a permanent online Coach store in China," said Jonathan Seliger, president and CEO of Coach China.
(Source: red luxury)