How content creators 'supercharged' Coach's Gen Z strategy

Edward Berthelot/Getty Images Coach bags have Gen Z cachet. That's, in part, due to good marketing. Coach's VP of marketing shared its Gen Z creator strategy with advertisers at YouTube's NewFronts. Inking long-term partnerships with creators has boosted the brand's reputation with young shoppers. How do you make a brand more relevant to Gen Z? That's a question luxury handbag brand Coach asked itself a few years ago. "Being a heritage brand, brand awareness wasn't an issue," Coach's VP of ...