The past couple of years have been strange, to say the least. From the rise of digital media to the decline of traditional fashion shows, uncertainty has been felt across the industry.
Despite constant changes in the industry, the public still wants to see what’s new and be inspired by designers’ ideas.
During New York Fashion Week Fall 2022, attendees were greeted by Coach with red roses and heart-shaped cookies.
The show’s references to American cultures, such as the use of A-frame houses and trees, were paired with old-fashioned, schmaltzy gestures.
The setting represented the idea of a small-town setting, with its residents’ homes being filled with vibrant colors.
Stuart Vevers, Coach’s creative director, created an aesthetic rooted in American subcultures. The clothes featured in the collection evoked images of iconic figures such as L7 and Edie Sedgwick. Coach brought forward these images of L7 and ES to be iconoclastic and smash through complacent suburbia.
The clothes featured in the collection were all about comfort, with models wearing sheepskin coats paired with baseball caps and shorts. Grunge was revived with the use of large T-shirts and cumbersome, colored eyeglasses.
The company also presented a collection of NFTs. NFTs or a non-fungible token is a non-transferable unit of data that may be sold and traded and is held on a blockchain, a type of digital ledger. Digital media such as photographs, videos, and audio may be connected with several types of NFT data units.
The company’s appeal to a younger market is due to the fact that its products are reasonably priced.
Coach, which is part of the Tapestry group, has gained millions of new customers due to its digital marketing strategy. It claims that by focusing on this aspect. It has been able to increase its North American customer base by 30 per cent.
During the fourth quarter of 2021, sales grew by 24 per cent, which is the company’s best performance in 10 years.
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