Digital innovation is at the heart of brand success in the evolving China market, according to Yann Bozec, the China president and CEO of the US luxury fashion brand Coach.
While this was the case already, its role has been intensified due to the restrictions on physical shopping around the world because of the pandemic.
“COVID-19 has definitely changed the world,” Bozec said. “What was already very strong digitalization has just accelerated another source of convenience for customers.”
Coach launched on Alibaba’s Tmall Luxury Pavilion in September 2019 and has developed a close relationship with the platform on using data to better understand Chinese luxury shoppers and personalizing the shopping experience for individuals as much as possible.
“Chinese customers have their own individuality in a very strong way, and part of the job of brands like us is to try to understand their journey and be with them across their journey,” Bozec said.
Coach developed exclusive products for this year’s 11.11 shopping festival, and exceeded sales from the entire 2019 event within the first 30 minutes of this year’s.
“We’re thinking about having data scientists from Coach partnering with Databank and the data scientists from Tmall and continuing to innovate together,” Bozec said.
“We are always open to new ways to improve our customer experience.”