Coach turned to Big Data analysis and won the interest of a young audience
American bag brand Coach planned the success of its Tabby model among a younger audience, generation Z, turning to big data analysis, abandoning traditional and analog tools, such as human intuition or the ability of any leader to feel “which way the wind will blow,” writes FRO.
In 2021, Coach management turned to organic and structured big data analysis to understand the direction of tastes of its consumer audience. Market research revealed positive and negative perceptions of the Tapestry-controlled brand. Among the negatives was that Coach was perceived by young audiences as a “brand for parents.” It was necessary to find a way that would attract the interest of the younger generation to the brand.
The work began with targeted interviews with customer groups selected by geography, which revealed that the Tabby bag model, released in 2019, was the most popular among young people and, therefore, was the most promising.
The fashion house then designed the model based on the signals received from the market. It differentiated size, line variety and price (while maintaining entry-level positioning) across channels and countries.
Coach, Tabby, $395
Since 2022, Coach has launched dedicated marketing campaigns that address the theme of self-esteem, which has proven to be important to its chosen target audience. Feedback came quickly. Trendalytics, a retail analytics platform, showed that searches for Tabby are up 2022% year-over-year in 368. Just like engagement with the brand on social media has grown.
In 2023, Coach stepped up its marketing efforts by featuring actress Jennifer Lopez in the advertising campaign, who appeared front row at the Coach NYFW show with a silver Tabby handbag and became the face of Coach's new 2023 “Shine” collection.
And in February 2024, while reviewing analytics from various markets, the parent company admitted that sales and production of Tabby bags had doubled year-on-year due to its appeal among younger consumers. And in the ranking of popular brands in the leather goods category among American teenagers, Coach moved from fourth place in 2021 to 2022 and 2023. went up to first.
The American handbag brand Coach planned the success of its Tabby model among a younger audience, Generation Z, by turning to big data analysis, abandoning traditional and analog…
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Coach turned to Big Data analysis and won the interest of a young audience
American handbag brand Coach has planned the success of its Tabby model among a younger audience, Generation Z, by turning to big data analysis, abandoning traditional and analogue tools, such as human intuition or the ability of any executive to sense “which way the wind will blow,” writes B.O.F.
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