How Coach is using “expressive” luxury to connect with Gen Z

Coach, the US luxury brand, is tapping into the desire for self-expression as it aims to boost engagement with Gen Z consumers.

Coach, the US luxury brand, is shifting its brand positioning from affordable to expressive luxury as it seeks to connect with younger audiences.

More specifically, the brand, best known for its collection of leather handbags and fashion accessories, was responsible for two initiatives aimed to boost engagement with Gen Z:

  • a collaboration with American rapper Lil Nas X that resulted in a new product line and the release of “The Courage to Be Real” campaign film;
  • the launch of “Coachtopia”, a circular fashion line that was spearheaded by Gen Z advocates and activists.

“If you talk about today's generation, what...

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