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Once self-touted as"accessible luxury," Coach has since updated that message and its offerings to reinvent itself. In the fall of 2022, Joon Silverstein, Coach's senior VP of global and North American marketing and sustainability, toldThe idea was to shift the brand from"exclusivity to inclusivity, from status and ownership to emotions and values," Silverstein told Vogue Business.
In doing so, it hoped to tap into Gen Z and Millennial shoppers' values and re-elevate its luxury status. Coach CEO Todd Kahn toldThe brand has since launched a line with Nas X, and expanded its sustainability efforts with itsAnd these changes have paid off. Its parent company, Tapestry, which also owns Kate Spade New York and Stuart Weitzman,
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