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Coach Gets Personal in its Latest Downtown Chicago Format

Late this winter Coach opened a revitalized flagship location on Chicago’s Magnificent Mile – the new store, dubbed ‘Coach Play’, invites customers to explore its array of apparel, shoes, bags, and small accessories alongside a robust personalization bar, where customers can add a custom touch to their accessory of choice.  If you’re a brand or retailer looking to develop a winning concept and deepen the connection with your customers, contact us.

 The 3,000 sqft Coach Play concept debuted on the Magnificent Mile in February 2022. It is the inaugural, updated flagship concept for the brand; Coach intends to replicate this model in other markets later this year, including Salt Lake City, Singapore, and Tokyo.

baseball gloves

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Take a 1-minute tour of the store with us!

Coach Create, the company’s personalization program, is the anchor to the store. It allows customers to create one-of-a-kind pieces using monograms, custom charms, pins, and patches.

personalization station

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The store’s design infuses local Chicago décor, in combination with décor that nods to the brand’s New York City roots. The space will also be used to host events featuring local artists.

Chicago decor

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The Coach brand surged in popularity over the last two years as Coach’s promise of delivering accessible luxury prompted interest and notable market share among Gen Z. As evidenced by the TikTok viral Pillow Tabby Bag – an homage to the original 1970’s style – Coach has successfully positioned themselves as a trendy-yet-timeless brand for this age group.

Parent company Tapestry is capitalizing on the success of Coach alongside sister brands Stuart Weitzman and Kate Spade, setting a goal for the company to reach $8B in revenue by FY 2025 (CAGR 6-7% compared to present earnings). Tapestry would return $3B of those earnings to its shareholders. The repositioning of Coach, the largest brand in the portfolio, is pivotal to the plan’s success.

Coach’s new flagship exemplifies the brand’s revitalization, appealing to the tastes and preferences of a new generation of consumers. We commend Coach for understanding its target customer and thereby transforming the brand offering to meet their needs and wants, all while increasing shareholder value.

Reagan Jacobs

Reagan provides research, planning and analysis support for McMillanDoolittle retail consulting projects. She supports company and client projects through consumer research planning, merchandise and operations analysis, financial modeling and graphic design work.

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