File Photo (NBD)

March 13 （NBD） --  Luxury American fashion house Coach recently launched the (Re) Loved program in China, which allows consumers to bring their old Coach handbags to designated stores for evaluation and recycling.

This environmental project has quickly caught the attention of the public.

On March 10, a Coach China official customer service representative confirmed the news and stated that only five stores in Beijing, Shanghai, Chengdu and Shenzhen have joined the program. After the handbag is recycled by the brand, it will be renovated and put back on the market with a brand-new look.

The staff in the Coach Chengdu IFS store said that only the goods in their stores could be recycled, excluding goods sold in Outlet and custom-made products. However, the staff in the Coach Shanghai Qiantan Taiguli store said that there was no special requirement for recycled bags, and custom-made products could also be evaluated.

When asked about how to evaluate the price of the recycled bags, the staff in the Chengdu IFS store said that the main criteria were the original sale price and the maintenance condition. The staff in the Coach Beijing Sanlitun store said that customers need to evaluate the bag on-site and an email will be sent to the appraisal office in Shanghai to confirm the price.

The staff in Chengdu IFS store also said that the bags need to be sent back to the United States for renovation, which may take half a year or longer.

Zhang Yi, the founder and CEO of iiMedia Research, said that the main purpose of Coach's recycling project was to promote stores. The global epidemic has dampened consumers' enthusiasm for offline purchases, and by launching the project, Coach can gain more attention. At the same time, the circular economy is in line with the mainstream values of society, and the brand is more likely to resonate and gain support from young consumers.