Gwangju Shinsegae Co., Ltd. (CEO Lee Donghoon) announced on April 25 that it has opened a pop-up store for the New York expressive luxury brand "Coach" on the second floor of its main building.
This pop-up has been organized to expand touchpoints with domestic consumers and to share the values of authenticity and self-expression pursued by Coach with a wider audience.
Coach, a global fashion company founded in New York in 1941, values meticulous craftsmanship to ensure that beautiful things last, drawing inspiration from the vision of Creative Director Stuart Vevers and the inclusive, courageous spirit of New York.
At this pop-up, visitors can experience Coach's 2025 Spring Collection, including iconic items such as the "Tabby Bag" and "Chain Tabby Bag," as well as a variety of other Coach products. In particular, the space has been designed to fully capture the heritage of New York, the home of Coach, offering a unique brand experience.
Coach has recently established itself as an "it" brand beloved by Generation Z and is accelerating its marketing strategies to resonate with this generation.
The brand is promoting itself through various campaigns that follow its core message, "Courage To Be Real." Campaign videos capturing realistic moments have garnered widespread empathy from Generation Z.
Earlier, in February, Coach attracted attention by unveiling its 2025 Spring campaign, "On Your Own Time," which emphasized the importance of having the courage to live at one's own pace and to be oneself in every moment.
Lee Donghoon, CEO of Gwangju Shinsegae, stated, "Coach is a brand loved by Generation Z for its motto of confidently expressing oneself. I hope customers will come to Gwangju Shinsegae to experience Coach's iconic items firsthand."
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