Coach joins forces with Atlantis Sanya and China Duty Free Group in Hainan


The omnichanel campaign includes a pop-up at Atlantis Sanya, an enhanced presence at the Coach store in Haitang Bay and a certain dinosaur named Rexy

CHINA. The American luxury brand has partnered with Atlantis Sanya and the China Duty Free Group in Hainan for an omnichannel campaign that runs from December 10 to January 10.

A pop-up store at Atlantis Sanya features Coach’s dinosaur mascot Rexy in an American beach vacation setting, designed to combine liveliness and joy.

The recreation concept matches the island-focused vacation theme, allowing guests to experience an immersive American vacation atmosphere

Rexy goes poolside at Atlantis Sanya

A new ‘Trinity’ industry

Coach said he had partnered with CDFG and Atlantis Sanya to achieve Trinity (tripartite) cooperation.

The project not only opens a new model of cooperation for Coach in Hainan with CDFG and high-end hotels, but also lays the foundation for deeper cooperation in the future, the brand said.

The pop-up features over 100 products, including Coach’s most popular classic products as well as a range of the latest bags and shoes.

While enjoying the in-store experience, customers can scan the QR code to shop later at CDF Mall in Haitang Bay, where they can enjoy preferential pricing and a comfortable and smooth shopping experience. Visitors can also participate in mini-games and win personalized travel stickers and beach towels.

Coach’s Haitang Bay store in the CDF Mall offers a similar range of themed exhibits and activities, providing customers with a connected omnichannel experience.

While in line at the store, customers can scan a QR code to participate in a dinosaur-themed surfing mini-game, offering change to win Coach gift certificates. Consumers can also be directed to the online store for a connected experience.

Branded embossing services are available for those who want a self-purchase or a personalized gift.

Rexy takes pride of place in Coach store at CDF Mall in Haitang Bay

To note: Coach and its parent company Tapestry (which also owns Kate Spade New York and Stuart Weitzman) are exhibiting at the second China International Consumer Products Expo (Hainan Expo) from April 12-16, 2022. The event is hosted by the Hainan Provincial Bureau of International Economic development (Hainan IEDB). Organized against the exceptionally difficult backdrop of a global pandemic, the inaugural exhibition held at the same location in May this year was a huge success. Over 1,500 companies representing 2,600 brands from 70 countries and regions exhibited. For any inquiries, please contact IEDB Hainan Global Media Officer Ruslan Tulenov at [email protected]

Note (II): Fortnightly, The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty-free sector in Hainan Province.

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