The luxury of listening

‍ ‍ Credit: Coach

Coach demonstrates that even in the era of AI and synthetic data, the deepest marketing conversations occur when people talk to people.

Not coincidentally, Coach's CMO, Joon Silverstein, is a cultural anthropologist by training. After the brand decided to orient itself toward young women purchasing their first luxury handbag, Silverstein pushed for a deeper understanding of that cohort. She wanted to understand not just what they do, but the meaning behind what they do.

She tells the Wall Street Journal that a key research insight is that these Gen Z women see their identities as "multiple and fluid, not singular and fixed."  

Coach has adapted its product line to fit that mentality, including the Tabby bag, which can be accessorized with different charms and styled for multiple occasions, including school, work, or a party. 

The brand has also crafted a series of campaigns based on this deep insight.  

• Last spring, it was "On Your Own Time," which encouraged women to slow down and set their own pace in life. 

• In the fall, it was "Revive Your Courage," which focused on recapturing the boldness of childhood.  

• This spring, it is "Explore Your Story," centered on storytelling and books (including a partnership with Penguin Random House) and rooted in the insight that Gen Z women want to step back from the digital world, connect with others, and immerse themselves in books and long-form stories.

All of these campaigns fall under the umbrella media strategy dubbed "Courage to Be Real," which reaches Gen Z women across multiple platforms.

And, yes, it is all working.  Annual revenue is up 10 percent and the brand has reinvented its image in the minds of young women, who previously saw Coach as more of a mom's brand.

Silverstein contends that luxury brands have traditionally minimized the importance of hearing the voice of the consumer. However, Coach shows how deep insight can inspire both strategic and creative decisions, even in categories where consumers may not be able to articulate exactly what they want.