Coach is continuing to cozy up to its young target customers with its latest initiative.
Called &Coach, it’s a content series created in concert with Gen Z communities, creators and cultural voices that is being billed as “a new model for luxury storytelling.”
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“With &Coach, we’re exploring a new model for how brands build relevance and participate in culture,” said Joon Silverstein, chief marketing officer at Coach. “This generation doesn’t want to inherit a prescribed version of aspiration — they want to shape identity for themselves, and they want to be part of the process. &Coach was built by bringing Gen Z creators, cultural voices, and hundreds of consumers into the work from Day One. It’s a fundamentally different brief, and it changes everything: the stories we tell, the voices we center, and how the platform evolves over time.”
Among those featured on the first edition are individuals across music, film, sport, fashion and activism including singer Charli XCX, Pakistani activist Malala Yousafzai, WNBA player Paige Bueckers, NASCAR driver Toni Breidinger, singer PinkPantheress, actress Avantika and South Korean girl group KiiiKiii who share intimate moments from their lives that they believe will be universally understood. Of course in each story, the Coach bag appears as a companion.
The stories include Charli XCX reflecting quietly before stepping into a new musical era, Breidinger navigating the pressure of competing in a male-dominated sport, Bueckers preparing for a game and KiiiKiii getting ready backstage before their first performance.
“At Coach, we believe luxury should inspire confidence without conformity,” added Silverstein. “For this generation, self-expression is personal and constantly evolving. A Coach bag doesn’t define identity — it supports people through the moments that shape it.”
The campaign will be featured on Coach’s social platforms including newly created Instagram and TikTok accounts. Going forward, the platform will expand through the use of new voices, community participation and culturally relevant moments.
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‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.yahoo.com ’
