American clothing, accessories and leather goods brand Coach was runner-up and ‘Genius’ brand in our Digital IQ Index: Luxury – China. Behind Coach’s success was a mix of successful social and user-generated campaigns and a focus on user-experience.
Coach is one of five brands in the China Luxury Index that offer free shipping for any order size on its e-commerce site. On mobile, Coach is one of six brands to offer m-commerce on a mobile optimized site. The brand also attracts visits and followers on mobile app WeChat by offering a weekly lottery and membership cards embedded in the brand’s WeChat account.
In social, Coach has enlisted celebrities and fans. The #Coach New York Story# campaign leverages the brand’s U.S. heritage with a series of profiles of supermodels Liu Wen and Karlie Kloss and other New York-based artists. For Mother’s Day, Coach launched the #My First Coach# campaign asking users to submit pictures of themselves and their mothers for a chance to win a Coach jewelry box. More than 5,000 users submitted and the campaign received two million impressions in three weeks, successfully resonating with women of the previous generations and the savvy Sina Weibo users of the current.