On a drizzly winter day, Coach¡¯s Ginza store in Tokyo is lively. There¡¯s upbeat music, a colorful mural decorates the wall, and their household name products like the Tabby Bag and the Gramercy Tote are on prominent display in an array of colors. As customers peruse eyecatching bag charms in the forms of pretzels and dinosaurs, they are assisted by enthusiastic staff.
Such an atmosphere of spontaneity and fun is actually carefully curated.
Making a good first impression is important, said Emmanuel Ruelland, president and CEO for Coach¡¯s North Asia operations, but the brand endeavors to take this one step further and invoke the thrill and curiosity of a good ¡°first date,¡± when would-be customers interact with them for the first time.
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