Coach Talks About Reducing Waste and Damaged Products After Viral TikToks
Recently, TikToks with the Coach’s damaged products appeared on the network. In the viral video shot by a waste consultant from New York, the brand’s damaged bag is shown. Anna Sacks was filming an unboxing of Coach’s goods she recently purchased, saying she plans to take them in for a repair. The influencer added that the company’s policy concerning unwanted merchandise involves deliberately cutting items so no one can use them anymore.
Shortly after, the global head of sustainability and digital at Coach commented on the accusations. Joon Silverstein noted that reducing waste is one of the company’s key strategies. The brand has four establishments for restored, vintage, up-crafted, and remade items. The program was launched in April and is meant to mark products at any stage of end-of-life.
According to Silverstein, 115,000 products have been fixed and returned to customers in the North American region over the past few years. Today, the company operates 15 pilot stores where the customers can exchange for their goods to be recycled or reimagined. In return, the clients receive credit between 10 and 140 dollars depending on the value or condition of the item. Coach now plans to expand the (Re)Loved program to an extra 16 stores by the end of the month.