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 posed 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.
Coach plans to launch its official Chinese web store within the next 12 to 18 months. “The e-commerce business planned for the future will bring more convenience and options for customers and it will allow them to decide which channel – offline store or online platform – to visit and make purchases,” said Victor Luis, president of Coach Retail International.
According to iResearch, a consulting group based in Beijing, online trade has continued its momentum of growth with revenues of nearly 800 billion yuan ($127 billion) in 2011, a rise of 67.8 percent year-on-year. Bain and Co, in its latest report on the Chinese high-end market, stated that wealthy Chinese bought more than 100 billion yuan of luxury goods in the mainland market last year.
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