Coach
COACH WAS LOSING RELEVANCE WITH GEN Z IN AUSTRALIA AND NEEDED A STRATEGY TO REIGNITE CONNECTION.
While Coach remained strong globally, the brand needed clearer insight into how to re-engage younger Australian customers. We began with a comprehensive research program, using qualitative and quantitative methods across Coach and agency databases, to understand current perceptions, emerging behaviours and opportunities for renewed relevance.
COACH WAS LOSING RELEVANCE WITH GEN Z IN AUSTRALIA AND NEEDED A STRATEGY TO REIGNITE CONNECTION.
While Coach remained strong globally, the brand needed clearer insight into how to re-engage younger Australian customers. We began with a comprehensive research program, using qualitative and quantitative methods across Coach and agency databases, to understand current perceptions, emerging behaviours and opportunities for renewed relevance.
INTENT: USE A GEN Z “IT GIRL” AMBASSADOR TO AUTHENTICALLY HERO COACH’S SIGNATURE TABBY BAG.
Research revealed Gen Z’s appetite for accessible luxury and expressive, statement accessories. The Coach Tabby, with its puffed texture and multiple colourways, emerged as the ideal hero product and entry point for young consumers.
To build authentic cultural credibility, we partnered with Gen Z style icon Flex Mami, known for her bold, experimental aesthetic. The campaign centred around on a key editorial article that profiled Flex, with Tabby narratives woven in organically. For the editorial shoot each Tabby colourway inspired a different, scroll-stopping look.
INTENT: USE A GEN Z “IT GIRL” AMBASSADOR TO AUTHENTICALLY HERO COACH’S SIGNATURE TABBY BAG.
Research revealed Gen Z’s appetite for accessible luxury and expressive, statement accessories. The Coach Tabby, with its puffed texture and multiple colourways, emerged as the ideal hero product and entry point for young consumers.
To build authentic cultural credibility, we partnered with Gen Z style icon Flex Mami, known for her bold, experimental aesthetic. The campaign centred around on a key editorial article that profiled Flex, with Tabby narratives woven in organically. For the editorial shoot each Tabby colourway inspired a different, scroll-stopping look.
Content was then rolled out and repurposed across Coach channels and media partners, with each Tabby look targeting a different Gen Z style segment. The coordinated launch, grounded in authentic alignment, style inspiration and cultural relevance, effectively reintroduced Coach to a new generation of consumers.