Leigh Manheim Levine, president, Coach North America, shared compelling insights on the handbag and accessories brand’s ongoing transformation during her keynote at Shoptalk in Las Vegas last month. A consistent theme from Levine’s conversation with Hilary Milnes, executive Americas editor, Vogue Business, was how Coach is redefining what luxury means in a rapidly shifting consumer landscape.

A Shift in Brand Positioning

In 2022, Coach made a strategic pivot in its brand identity. The new vision centers on the idea that luxury is no longer just about status; it’s about self-expression and authenticity. This evolution speaks directly to Gen Z, a generation that seeks confidence to be their true selves. For example, Coach’s On Your Own Time campaign captured this ethos of expressive luxury, aiming to meet consumers where they are — both emotionally and culturally, Levine said.

Understanding the Gen Z Mindset

Coach didn’t make these changes on a whim. The company undertook extensive research, including focus groups, ethnographic studies, and in-depth consumer insights, to better understand the evolving needs and behaviors of young shoppers. The findings showed that while Gen Z already had a positive perception of the brand, clearer communication around its values and positioning was necessary.

One of the most powerful shifts? Gen Z consumers don’t differentiate between shopping channels, Levine noted. Whether they find a product on YouTube, TikTok, in-store, or an outlet, they expect the same cohesive brand experience. And when they want something, they want it now.

The Rise of the Omni-Consumer

Contrary to predictions about the death of brick-and-mortar retail, Gen Z is enthusiastically returning to physical stores — not just to shop, but to socialize. Today’s store visit is a social outing, and Coach has embraced this with a revamped in-store experience.

The Coach Play store concept is an example of this philosophy, noted Levine. The Coach Play store, launched in Chicago, is an experiential retail space that is visually engaging, tactile, colorful, and socially integrated. A standout example is the new store in Salt Lake City, which blends consistent brand storytelling with physical interaction, creating memorable moments for shoppers – both physically and digitally.

Empowering Employees With Tech and Empathy

Coach also recognizes that great experiences come from great people. As such, the company has prioritized hiring Gen Z associates who reflect its consumer base and equipping them with cutting-edge digital tools, like a unified “single pane of glass” clienteling system. The technology solution frees up staff to create deeper emotional connections with customers, while also enabling a modern, responsive shopping experience — like texting with customers on their terms.

Innovation and Sustainability With Coachtopia

One of the brand’s most exciting initiatives is Coachtopia, a collaborative lab for innovation within Coach, founded with a mission to accelerate its transition towards a circular economy in fashion by rapidly prototyping new products, processes and ideas. Coachtopia is a place for experimentation, with concepts tested online and in select stores before being embedded into the larger brand experience, Levine said. The innovation lab is also an evolving focus group, keeping Coach plugged into the next generation’s values and expectations for apparel brands.

Bridging Generations

Coach has observed a generational ripple effect in its efforts to appeal to a younger shopper: younger consumers are influencing older shoppers, prompting a paradigm shift in purchasing behavior. Coach’s mission, therefore, isn’t just to connect with Gen Z; it’s to bridge all generations, offering timeless yet future-forward fashion, Levine said.

Beyond Fashion: Expanding the Experience

Coach is also venturing into new lifestyle categories, including food and beverage. Its first café in Indonesia has already shown impressive results, with increased engagement, longer visits, and repeat foot traffic. As a blend of experiential retail and entertainment, it’s a concept the brand plans to expand globally.

Resilience and Forward Momentum

With a wide pricing spectrum and a clear, inclusive message, Coach is uniquely positioned to weather economic uncertainty. The brand forecasts continued growth and is actively preparing for what’s next, including the rise of Gen Alpha.

As Levine puts it, “We’ve redefined what luxury means for our customers. It’s about inclusion, acceptance and individuality.” In a world where consumers have endless options at their fingertips, Coach is seeking to stand out not just by offering great products, but by creating meaningful connections.

Because in today’s luxury market, self-expression isn’t going out of style.