The Coach RTW Fall Winter 2021 show was broadcast with Coach TV: Live From Shanghai, a retro-style video segment that mashed up past and present. The event itself was styled like a drive-in and the video kicked off with low-quality video captures, infomercials and even a few cameos from Coach ambassadors like Michael B. Jordan and Jennifer Lopez.
Although this is Coach's first return to in-person events after a year of canceled runway shows, the brand has grown in popularity on TikTok. Fittingly, TikTok star Rickey Thompson and model Xiao Wen Ju hosted the runway event, which was full of styles that are now highly coveted by Gen Z like the Coach Pillow Tabby Shoulder Bag.
Streetstyle Video Runways
The Coach RTW Fall Winter 2021 Show Was Styled Like a Retro TV Segment
Trend Themes
1. Retro Video Segments - Creative use of vintage video styling in fashion events opens up opportunities for merging the past and present in marketing campaigns.
2. Drive-in Runway Shows - Adapting fashion shows to socially-distanced drive-in formats offer a unique and safe fashion experience that can be a medium for future fashion events amidst public health concerns.
3. Celebrity Ambassador Collaborations - Collaborating with popular public figures and influencers can generate brand awareness and interest among younger consumers who represent a significant market opportunity for fashion brands.
Industry Implications
1. Fashion Industry - Fashion brands can leverage retro styling, safe and unique event formats, and celebrity collaborations to boost their marketing strategies and expand their reach in the fashion industry.
2. Media Industry - The growth of e-commerce and live streaming in the fashion industry creates potential for Media agencies to offer services of creating innovative, impactful, and stylized content for fashion brands.
3. Technology Industry - Technology companies could innovate with virtual / augmented fashion runway shows experiences to offer great visuals, insightful data analytics and engage audiences from around the world without the need for physical presence.