Inside Coach’s Playbook: Turning a Product into a Cultural Platform

Coach is an accessible luxury brand with a clear focus on Gen Z – a generation driven by self-expression and the freedom to define identity on their own terms.

But Gen Z doesn’t just consume culture – they create it. They build communities, shape narratives and expect brands to show up authentically alongside them.

In this session, learn how Coach earns cultural relevance by participating in culture, not broadcasting to it. Unpack how to connect with Gen Z through co-creation, turn products into platforms for participation and align brand purpose with real behaviours. Walk away with practical strategies to drive engagement, build community and unlock sustainable growth with the world’s most influential audience.

• What turns a product into a platform for self-expression and co-creation?
• What role does storytelling play when your audience is also the creator?
• How do you stay culturally relevant without chasing trends?