LISTEN TO THIS EPISODE IF YOU WANT A BREAKDOWN AS TO HOW COACH IS MARKETING THEMSELVES TO A MAJOR ELEVATION IN THE LAST 2 YEARS

In this case study episode, I’m diving into how Coach completely repositioned itself in the last two years. Quadrupling its stock price and reestablishing itself as a must have name in the luxury market.

We’ll break down how Coach shifted its demographic, created a luxury experience at a mid luxury price point, and used smart marketing moves (influencers, TikTok virality, outlet strategy, and brand partnerships) to reclaim relevance with younger buyers.

Whether you’re a small business owner, a product based founder, or just curious how legacy brands reinvent themselves, this episode shows you what’s possible when you nail your positioning and brand experience.

What You’ll Learn in This Episode:

• How Coach went from fading relevance to quadrupling its stock price in just two years
• The psychology behind positioning as luxury while pricing mid luxury
• Why creating a premium experience matters more than the actual price tag
• How Coach shifted demographics and won over Gen Z + young millennials
• The surprising role outlet stores played in fueling accessibility and growth
• The marketing campaigns, celebrity associations, and influencer strategies that worked
• Tangible lessons you can apply to your own brand positioning right now

Timestamps:

00:00 Introduction to Coach’s Brand Revolution

01:05 Market Positioning & Pricing: How Coach Plays the “Luxury at Mid-Luxury” Game

04:02 Creating a Premium Experience at an Accessible Price Point

07:51 Targeting Younger Demographics: From Moms to Gen Z + Millennials

12:02 Outlet Stores & Accessibility: The Surprising Strategy Behind Growth

16:30 Marketing Wins & Brand Repositioning: How Coach Reinvented Itself

21:46 Applying Coach’s Strategies Directly to Your Business

27:22 Final Thoughts & Key Lessons from the Case Study

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Topics we discuss: small business growth, e-commerce strategy, how to scale your product business, small business economy tips, overcoming sales plateaus

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