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COACH'S CITY FASHION GUIDE
by THE BERGSTROM GROUP on June 26, 2012
Coach has concocted a way to help Chinese consumers better visualize the New York origins of the brand. The company has recently launched an interactive city guide on their coach website. The site allows viewers to find attractions in New York City and then locate counterpart hot spots in Beijing, Shanghai, or Guangzhou. Audiences are encouraged to create and share their own fashion map with their online communities (complete with Coach store locations).
Step 1: Select a city (Beijing, Shanghai, or Guangzhou) to compare to New York
Step 2: Choose an attraction type (museums, food and drinks, galleries, concerts, shopping malls, and accommodations)
Step 3: Select the places you like and add them to your own map
Step 4: Share your map with friends (according to Sina Weibo, some users have won Coach wallets for registration)
The Bergstrom Group is an insights consultancy with a passion for telling the story of new China.
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