As a renowned global fashion house established in New York in 1941, Coach expanded into the Chinese mainland in 2008, opening its  flagship store in Shanghai in 2010. Presently, it operates nearly 300 stores across the nation.

After years of closely monitoring the Chinese market, Lucioni has observed significant changes among Generation Z consumers, who are a key target demographic for Coach.

"Today, Generation Z likely prioritizes experience over material consumption. They seek authentic dialogue with the brand and are eager to express themselves and find their place in the world," Lucioni elaborated.

To establish better connections with the demographic, Coach has decided to open additional coffee shops in China. Lucioni announced that coffee shops will soon be opening in Sanya, Hainan province, Beijing, and more cities.

"We are planning to open more stores in second- and third-tier cities across China, and we are also looking to enhance the overall experience and open coffee shops where we believe they would fit," stated Lucioni. She estimated that they would launch around 15 coffee shop stores in the near future.

Indeed, many luxury and designer brands have turned their attention to the burgeoning coffee market in China.