From virtual avatars to the silver generation, anyone – and everything – can be a fashion star on social media these days. To prove this theory, Coach Singapore has embarked on a programme to train its retail associates to become brand ambassadors and content creators.
The American brand first kicked off an open recruitment drive in China last year to attract sales staff who would be interested to explore an alternative career path at the company. The Singapore leg was held in June and there are currently nine Coach retail personnel with the qualification.
Dubbed the ‘Key Opinion Leader (KOL) training’, the programme seeks to broaden the typical job scope of a retail associate and allows them to discover more about what it takes to represent an international luxury brand.
Through this training, the retail associates learned the ropes in areas like public speaking, styling and how to generate social media content to better connect with their VIPs and customers. Some notable campaigns they’ve rolled out include the recent Lunar New Year and Coach x Champion capsule collections.
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