Coach's SVP of Global Visual Experience Giovanni Zaccariello reveals how the brand transformed from heritage accessory house to Gen Z cultural force by treating retail as community infrastructure. From hospitality-infused Coach Play stores to strategically sustainable holiday displays, the conversation explores how physical experience became Coach's competitive advantage in an increasingly digital marketplace.

Why Shop When You Can Play?

Key takeaways:

Gen Z seeks human connection and community, not just product transactions
Coach studied consumers in their homes to understand life, not just buying behaviors
Experience per square foot matters as much as sales per square foot
Using the same holiday tree for five years reduced waste while building brand consistency
Physical and digital spaces should converge, not replicate each other
"Putting bags on shelves was no longer an option because everybody during the pandemic, including my mom who is 89, can buy online. They're coming to the stores and they want more." - Giovanni Zaccariello [00:06:37]
"The next few years are going to be years of what I call experience maximalism where literally new things are going to be mundane because consumers are so much more connected now on social, and they see what's going on." - Giovanni Zaccariello [00:44:50]
"It's about the consumer talking to us instead of Coach talking to the consumer. It's a much deeper dialogue." - Giovanni Zaccariello [00:45:46]
"When things don't work, we don't just move on. We've created this honest feedback loop where we learn from things. If we don't learn, what's the point of testing and learning?" - Giovanni Zaccariello [00:41:17]

Associated Links:

Explore Coach Play concepts
Coach coffee shops
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Coach’s Big Store Move: Make You Forget You’re Shopping

Future Commerce

Coach’s Big Store Move: Make You Forget You’re Shopping