Coach brand takes autumn collection to Causeway Bay

Despite having an eye-catchingly large store on one of Central's most prominent corners, American fashion brand Coach decided to go to Causeway Bay to host an exclusive preview of its autumn items.

Actually, exclusive (their word, not mine) is not exactly the right term. Times Square's atrium, filled with shoppers gawking at the roped-off celebrity zoo inside, is hardly an elitist domain of the privileged. In fact, it's as mass and mainstream as any place in town.

Perhaps that's the intention in this economic downturn. If patronage in Central is down, then maybe it's time to introduce yourself to Causeway Bay's fashion-conscious kids and housewives. Coach is doing just that with an accessories display that will continue in the shopping centre's lobby until Sunday.

'Having the exhibition and fashion show in a mall is a great way to bring awareness to customers, to tell them who we are,' said regional general manager Hubert De Thoisy (pictured). 'It's a great place to do the New York fashion run and show our identity. This is always a fun-filled, crowded area, a perfect place to show Coach's image.'

Reading between the lines, he obviously thinks the label still lags behind some of the more high-profile brands with their more recognised (and copied) logos and products.

'We have ambitious plan in the coming three years. We want to be the major player within the next five years.