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Data: Coach’s Comeback: Targeting Gen Z’s through leveraging their data

In a remarkable pivot, Coach transformed its image from a “mother’s brand” to a coveted label among Gen-Z consumers, thanks to a savvy blend of data analysis and hands-on customer engagement.

This journey wasn’t just about changing perceptions; it was a strategic move to align with the values and preferences of a “timeless Gen-Z” demographic identified through meticulous consumer segmentation.

 

Recognising these individuals’ preference for classic style and meaningful investment in their purchases, Coach set the stage for a significant brand evolution.

 

COACH…

‘Our initial success was underscored when the Tabby bag, with its distinctive front flap and C-shaped clasp, reminiscent of a 1970s archival Coach design, began attracting a younger audience’

 

 This wasn’t just about the appeal of accessible luxury; it was a clear indicator of shifting brand dynamics. The Tabby’s success was no mere fluke but the result of rigorous analysis.

COACH STRATEGY  – SO WHAT DID THEY DO?

 

👜 2021 – they had their eyes on the prize the GEN Z ‘s, they knew they needed to win this audience over. So they went to their data

 

👜 Reviewed their data to see which product was the most attractive to the gen Z audience

 

The Tabby bag was the one

 

👜 Coach took the Tabby bag to create a whole new set of designs for this one style and redeveloped a full campaign “Courage to be Real” and used Gen Z influenced celebrities to promote their brand include Lil Nas.

 

👜 They quickly adapted and tested the market with on going campaigns to this audience focusing on this one bag

 

Was it a success YES

 

In the first half of 2021, Coach was ranked the fourth favourite handbag brand among US female teens in the semiannual Taking Stock With Teens…

 

COMEBACK CWEENS COACH, you absolutely nailed it with the Tabby Range

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