STORY: Global fashion house confident in evolving Chinese market
SHOOTING TIME: recent footage
DATELINE: Aug. 8, 2024
LENGTH: 00:01:15
LOCATION: SHANGHAI, China
CATEGORY: ECONOMY

SHOTLIST:
1. various of a Coach's store in Shanghai
2. SOUNDBITE (English): JOON SILVERSTEIN, SVP of Global Marketing, Creative and Sustainability at Coach

STORYLINE:

Global fashion house Coach has been investing in the Chinese market for over two decades.

With more than 280 stores across China, the brand continues to expand, benefiting from China's commitment to improving the business environment for foreign enterprises.

According to Joon Silverstein, senior vice president of global marketing, creative and sustainability at Coach, the brand will embrace China's reform-driven environment and continue its investment in the market by meeting the diverse demands of consumers, especially the young ones.

SOUNDBITE (English): JOON SILVERSTEIN, SVP of Global Marketing, Creative and Sustainability at Coach
"We continue to see China as one of our most important growth markets. At Coach, we see these reforms as continuing to improve the business environment in China, and our plan is to leverage these opportunities to keep expanding and investing in the market.
We're investing across all areas of the brand from product to marketing to experiences, and plan to open another 30 (stores) by the end of 2025. 
The market is rapidly changing, with shifting consumer needs and preferences.
We are always innovating for the Chinese market."

Xinhua News Agency correspondent s reporting from Shanghai, China.
(XHTV)