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Retail Rx: Coach on Balancing Product and Purpose
Manage episode 422320863 series 3070466
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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 product-centric isn’t enough; handbags and other fashion items can also be a stand in for self-expression and purpose.
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.
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% 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
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