CGK President Jason Dorsey returned to speak at the COACH Store Managers Conference, where the topic was clear: how a legacy brand is winning Gen Z.
While many legacy brands struggle to stay relevant with younger consumers, COACH is connecting with Gen Z in a big way. That resurgence hasn’t happened by accident. It’s the result of strong leadership, bold brand strategy, and a clear read on what this generation values.
At CGK, the team studies how generational behaviors and expectations are shifting, and what that means for brands and leaders. That’s why partnering again with COACH to see their approach in action was a genuine highlight.
What generational engagement looks like in the room
Jason attended and spoke at the conference, where COACH store managers from across the U.S. gathered to connect, learn, and build momentum. 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
Relevance with Gen Z requires staying close to the customer and delivering experiences they can’t wait to share.
How COACH stays relevant with Gen Z
From store innovation to team culture to pop-ups like the COACH Coffee Shops, which consistently draw lines and light up social media, COACH keeps creating the brand moments Gen Z gravitates toward. They’ve built something that feels current while staying true to their heritage, and that’s not easy to pull off.
From what CGK saw firsthand, a few things power that success:
- 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
Every generation evaluates brands through a different lens. Gen Z looks for authenticity, creativity, and shared values, and they disengage fast when those expectations go unmet. COACH shows how to stay relevant by investing in people, leading with purpose, and designing experiences that resonate across generations.
CGK is grateful for the chance to see this up close and to support brands leading with intention and impact.
Gen Z doesn’t just buy a brand. They join the ones that share their values.
Q: How is COACH connecting with Gen Z?
A: Through strong leadership, bold brand strategy, store innovation, and experiences like the COACH Coffee Shops that draw lines and light up social media.
Q: What did Jason Dorsey speak about at the COACH Store Managers Conference?
A: How a legacy brand stays relevant with Gen Z by investing in people, leading with purpose, and designing experiences that resonate across generations.
Q: What does Gen Z look for in a brand?
A: Authenticity, creativity, and shared values. Gen Z disengages quickly when those expectations aren’t met.
