In a time when many legacy brands are struggling to stay relevant with younger consumers, COACH is connecting with Gen Z in a big way. Their resurgence with this emerging generation hasn’t happened by accident—it’s the result of strong leadership, bold brand strategy, and a clear understanding of what this generation values.
At CGK, we study how generational behaviors and expectations are shifting—and what that means for brands, leaders, and organizations. That’s why we were especially excited to once again partner with COACH and see their approach in action at this year’s COACH Store Managers Conference.
A Front-Row Seat to Generational Engagement
CGK President Jason Dorsey had the opportunity to attend and speak at this year’s conference, where COACH store managers from across the U.S. gathered to connect, learn, and build momentum around the brand’s continued growth.
The event stood out for more than just its production value. In a packed ballroom, the energy was unmistakable:
-
Leaders cheering each other on with genuine enthusiasm
-
High-fives, laughter, and shared pride in the brand’s direction
-
A room full of people excited to represent a brand they believe in
It’s not just about product—it’s about experience, purpose, and culture. And COACH’s leadership team understands that relevance with Gen Z requires staying close to the customer and delivering experiences they can’t wait to share.
Leading with Experience and Vision
Whether it’s through store innovation, team culture, or pop-up experiences like the COACH Coffee Shops—which consistently draw lines and light up social media—COACH is creating the kinds of brand moments that Gen Z gravitates toward.
They’ve built a brand that feels current while staying true to their heritage—and that’s not easy to do.
What’s powering that success? From what we’ve seen firsthand:
-
Clear, consistent leadership
-
Relentless commitment to quality and innovation
-
A willingness to evolve while staying grounded in values
A Case Study in Gen Z Brand Relevance
At CGK, we often talk about how each generation evaluates brands through a different lens. Gen Z, in particular, looks for authenticity, creativity, and shared values—and they’re quick to disengage if those expectations aren’t met.
COACH offers a great case study in how to stay relevant by investing in people, leading with purpose, and designing experiences that resonate across generations.
We’re grateful for the opportunity to see this in action and to support brands like COACH that are leading with intention and impact.
