During the 11.11 festival, in partnership with Alibaba, U.S.-based fashion house Coach launched an immersive 3D feature to provide customers with an innovative online shopping experience during Alibaba’s highly anticipated global shopping festival.

Coach’s new virtual shopping feature enabled Chinese customers to browse and purchase Coach products at their Fifth Avenue store in New York – from the comfort of their own homes. This feature provided a real-life shopping experience for Chinese customers unable to travel abroad due to the pandemic.

With the growing demand for luxury and designer products in China, the market has become critical for Tapestry, the parent of Coach, Stuart Weitzman and Kate Spade luxury brands.

During 11.11 presales, Coach sold $1.5 million in gross merchandise volume – exceeding their 11.11 sales record from the prior year within just the first hour of the event. Coach, which reported a sevenfold increase in gross merchandise volume, was one of the top-selling brands in the handbag, luggage and leather goods category during 11.11.

President and CEO of Coach China, Yann Bozec, spoke about Coach’s partnership with Alibaba. Bozec said, “Both Coach and Tmall are very customer-centric, and both are also deeply believing in innovation, data centricity, as well as the future of globalization in the digital world.”