Coach is unveiling a massive marketing campaign for their upcoming Poppy Collection this week, with the usual fanfare of Coach Poppy-emblazoned double decker buses and phone kiosks in New York City as well as some new media initiatives.
The brand, which has focused on traditional advertising in the past, is planning a new media blitz with Facebook, Twitter, an interactive portion of their Web site and even a microsite to launch Friday at www.coach.com/poppy. They’re also partnering with blogs like FabSugar and JustJared for in-store events. “Are You A Poppy Girl?” will launch on Coach.com July 1.
But more about the bags! The collection will include handbags, footwear, jewelry, watches, eyewear, small leather goods and selected apparel ranging in price from $48 to $598. It is described as upbeat, preppy and playful and represents a more lighthearted approach for Coach, perhaps to combat the new darker economic climate. The accessories are to be brightly colored, printed and embellished so this is sounding like more of a teen line.
[Source: WWD]
