How a new idea of luxury helped Coach correct course

To revive its declining brand, Coach finally embraced that the definition of luxury was changing. So, it had to change with it.

At Coach’s Spring 2017 runway show during New York Fashion Week, models paraded in ecd Stuart Vevers’ third collection for Coach, which included leather, fringe, studs, silk skirts, scarves, handbags decorated with padlocks, and a short-sleeved sweatshirt with a portrait of Elvis on the front.

To read the rest of this article, please visit Glossy.

https://digiday.com/?p=202703

More in Marketing

Manchester City uses Fortnite to expand its global audience

As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds.

How Chipotle’s fighting-game-focused esports strategy is paying off at Evo 2024

In 2024, Chipotle’s choice to court the relatively niche fighting game community appears to have paid off. According to a joint study by YouGov and the agency rEvolution, which helped develop Chipotle’s gaming strategy, U.S. esports fans between the ages of 18 and 44 reported a nearly 100% increase in their intent to purchase Chipotle following the brand’s esports campaign last year.

How Revolut’s creator strategy is benefitting from YouTube’s long-form swing

The challenger bank is prioritizing YouTube creators in bid to reach consumers.