Coach (Re)loved Project expands to China
©Coach
Coach has launched the (Re)Loved project in the Chinese market, which aims to recycle, upgrade, and reshape idle bags to extend their product lifespan. Consumers can bring their old bags to stores in Taikoo Hui, Shanghai; IFC, Shanghai; IFC, Chengdu; The MixC, Shenzhen; and TaiKoo Li Sanlitun, Beijing for professional evaluation and receive gift vouchers as a recycling reward after the bags are recycled. Coach stated that all the collected bags will be meticulously polished by the brand's professional craftsmen and resold in the market as new.
Currently, Coach is selling Re(Loved) items in all of its stores located in the United States and Canada, as well as in select stores in the United Kingdom and Japan. Last year, Coach also launched a one-year apprenticeship program aimed at strengthening the craftsmanship skills required for product repair and maintenance.
Coach (Re)Loved is a circular ecosystem created by Coach to refurbish, reimagine, and recycle pre-loved and damaged Coach products. This program leverages the expertise and creativity of Coach's designers and craftspeople to give new life to existing products, offering four distinct programs: Upcrafted, Remade, Restored, and Vintage. The benefits of buying a Coach (Re)Loved product are significant, with a potential reduction of up to 76% in carbon footprint compared to purchasing a new product. Additionally, Coach (Re)Loved Exchange offers customers the opportunity to trade in eligible pre-loved Coach items for a credit, further extending the lifecycle of these products.
