Image taken from justjared.com
Once upon a time I worked for the Coach store in Ottawa, Canada. When I realized that I wasn't working enough hours to cover my spending, I looked for a job that was outside of retail. The point of that mini biography was to let you know that I do have some knowledge with Coach products.
I recall my manager once saying that Coach prides itself on being 'affordable luxury,' which is entirely true. You can walk into a Coach store and find an average size purses for sale for as low as $300.00. That's amazing for 'designer' bags, hence why Coach is known as 'affordable luxury'.
Coach has recently announced that Gwyneth Paltrow will serve as the brand ambassador for the label's international campaign that marks their 70th anniversary. When I think of affordable luxury I don't think Gwyneth Paltrow. When I think of Gwyneth I think Prada, Gucci, Armani, Givenchy, and other high end fashion labels I've seen her in. I don't ever recall seeing Gwyneth in Coach prior to this ad.
So what does this mean? That Coach is attempting to recreate itself and become a high end fashion label, or that they've splurged and hired a celebrity that doesn't quite suit their targeted demograph.
Regardless the ad does successfully portray a sort of laidback elegance. So it might just work on those who don't know who the actress holding the bag is!
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