Coach remains one of the world’s most recognizable brands, which is no small feat after 80 plus years. It’s not easy for legacy brands to stay relevant, yet reinvention with the younger consumer can be even harder. Coach has done both by realizing that only being product-centric isn’t enough.
In this fireside chat, Lauren Parker, director of Fairchild Studio, interviews Sandeep Seth, chief marketing officer and president of Coach North America, on how the global brand has courted Gen Z with the approach that product can boost self expression and purpose, and how the brand’s creative advertising is driving this home.
“We’ve met a lot of Gen Zs, and we do a lot of ethnographic research—spending two to three hours in their homes, walk[ing] into their wardrobes, understanding how they live, going out shopping with them and hearing their aspirations,” said Seth. “And a couple of things that have come out very clearly is that fashion is no longer just a statement for people, it’s about self expression.”
Watch the fireside chat to learn:
- What Sandeep Seth’s 24 years at P&G and international career brings to Coach
- Why Coach has emerged as Tapestry’s strongest brand, bringing in $1.5 billion in revenue, a 6 percent increase, and besting sister brands like Kate Spade & Stuart Weitzman
- How Coach uses its handbags and other products to forge an emotional connection with consumers
- How Coach is courting Gen Z with a more purpose-driven approach including themes of courage, empowerment, identity and self-expression
- Which celebrities resonate as authentic and courageous Coach brand ambassadors
- How Coach’s sustainable (re)loved trade-in program segued into Coachtopia, and what’s next for Coach leather scraps
This conversation is also part of The Sku View, a fireside chat series on Retail Rx, a business hub for essential retail industry news, insights and perspectives.
