Coach: Crafting Unique Experiences for Gen Z
Coach has transformed from a simple leather goods brand into a lifestyle powerhouse. Its goal? To engage Gen Z through immersive and exciting experiences. From vibrant stores to themed cafés, Coach is redefining retail.
In 2023, the brand opened the Coach Play Singapore Shophouse. This three-story flagship features Instagram-ready rooms and an American-style café. It quickly caught the eye of Gen Z shoppers eager for shareable moments.
Later that year, Coach made headlines in Malaysia with Coach Airways, a store inside a repurposed Boeing 747. This innovative idea not only earned a place in the Malaysia Book of Records but also set a new standard for retail. In 2024, Coach revamped the plane, infusing it with retro-futurism. Giovanni Zaccariello, Coach’s SVP of global visual experience, described the redesign as “a reimagination,” blending vintage travel with modern flair.
Coach isn’t just about shopping anymore. It’s expanded into food and leisure, opening venues like The Coach Coffee Shop in Singapore. Inspired by classic New York diners, this space features lush greenery and playful branding. The Coach Bar in its flagship store offers tasty cocktails alongside some beloved American sandwiches. Most recently, the Coach Restaurant at Jewel Changi Airport presents a full-service dining experience with luxurious dishes and a unique decor featuring a suspended yellow taxi cab.
Why Experiential Marketing Works for Gen Z
Experiential marketing appeals to Gen Z’s desire for connection and authenticity. According to a recent survey by McKinsey, 72% of Gen Z consumers prefer experiences over material goods. They crave moments that are not only enjoyable but also shareable on social media.
Here are some key takeaways for marketers looking to connect with this generation:
Create Shareable Experiences: Coach designs its spaces to be visually striking. From the airplane decor to the colorful desserts, everything is crafted for social media. Just look at the popularity of platforms like TikTok, where users share their unique experiences.
Tell a Story Through Space: Coach builds storytelling into its environments. Each venue is designed to evoke emotion. For marketers, this means considering how a physical space can deepen a brand’s narrative.
Engage Users Emotionally: Coach’s cafes and restaurants are more than places to shop; they foster connections. By creating social hubs that invite exploration, Coach keeps customers coming back.
In these innovative spaces, Coach stands out as a brand that’s reimagining retail. By focusing on experiences, brands can foster loyalty among younger consumers. As the retail landscape continues to evolve, those who create memorable moments will thrive.
For more insights into how brands engage Gen Z, check out studies and reports from reliable sources like Harvard Business Review or Forbes.
