Coach’s Big Store Move: Make You Forget You’re Shopping - predictions - Future Commerce

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Episode notes

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.