Oct 31, 2019
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Coach stages surprise Halloween parade in London

Oct 31, 2019

Coach staged an unusual marketing activation on Wednesday evening with a Halloween parade in central London. The company enlisted 20 horses and 10 carriages for the parade that featured a mix of Halloween-appropriate spookiness/gore with a strong touch of glamour, entertainment via Coach-clad acrobats, a heavy dose of Americana (think a spooky Statue of Liberty) and a strong heritage feel courtesy of those horses and carriages.

The Coach Halloween parade in London

Such parades are a far from common happening in the UK, despite the increasing popularity of the spooky holiday in the country in recent years and it was a powerful piece of retailtainment. It also reflected the lively atmosphere that continues to be seen in London’s West End due to tourist spending, even though many UK shopping destinations are struggling to boost or even maintain footfall at present.

TV presenter Maya Jama was the star of the show, dressed in a metallic sleeveless dress and matching cape with skull-themed make-up, although she also wore a Coach shearling, which was no surprise given the temperature. She was accompanied by a man in a suit and full-head mask made out of broken mirrors. 

The Coach store was made-over for Halloween

The parade also featured other mirror men, along with breakdancers, drag queens, skeletons, a werewolf and Bambi the burlesque dancer. Coach’s dinosaur Rexy was also on show. 

Meanwhile the Coach flagship store on Regent Street got a Halloween-themed makeover with its windows filled with pumpkins.

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