How Coach Marketing Brewed a Unique Connection with Coffee

The Coach Coffee Shop was an idea that first came to Jakarta, Indonesia. 

It served as a testing ground to assess the evolving middle class, which included many Gen Z shoppers. Once it became a hit, more stores opened up in other parts of Asia – from China, Japan, and South Korea.

Through this trial, Coach recognized an undeniable connection between itself and coffee. The duo was something irresistible. 

Once it arrived in the United States, the store grew in popularity.  

In this blog post, we’ll explore the Coach marketing strategies that elevate the experience to both new and existing consumers.   

Coach Reimagined 

For a while, Coach lost its cool. It wasn’t until 2013 that Creative Director Stuart Vevers reimagined the brand to be what it is now: timeless, but modern.

Rather than catering to older women, the muse became Gen Z. Known for their creativity and spontaneity, it was an obvious choice in ensuring the brand could stay relevant in a society that is constantly changing.   

This new pursuit came as a result of their testing period and watching their revenue grow by 15%. 

It seems like a surprise, but is it? What the Coach marketing team does right is know their audience – leaning into customization to make their customers feel special. 

Take a look at their various collections of straps, charms, and keyrings!

No matter what type of girly (or guy) you are, there’s something for everyone!     

Immersive Experience

From fashion to food, Coach remains relentless in giving a luxurious experience. 

Products come and go, but the experience will last a lifetime. 

Much of their consumer base are obsessed with coffee and shopping. Rather than making it separate entities, they’ve infused the two together.

This was a strategic Coach marketing decision. Nothing is a coincidence. 

Connecting the stores enhances the immersive experience and gives the consumer a great reason to visit. Is it for Coach? Is it for coffee? Is it both?  

Regardless of the matter, the time spent in the store is likely to increase. Some of their popular menu items are the Tabby purse-shaped sweets, tiramisu- and pumpkin-flavored coffees. 

Besides adults, Coach’s new attraction appeals to teenagers as well. They’re not likely to make a grand purchase just yet, but it doesn’t mean they can’t enjoy a taste of luxury. 

The coffee shop is quite the experience in-and-of itself. As teenagers continue to develop into adulthood, they’re inclined to come back with a bag in hand and a smile on their face.  

Fun fact: another fashion brand that combines shopping with coffee is Ralph Lauren!

Influencer Marketing

 Without social media, the success of Coach wouldn’t be what it is now. 

Especially with the rise of TikTok! It’s a fast-moving platform that encourages trends. 

Anyone can hop on a trend and thus, become an influencer. All that is required to become one is the ability to affect the purchase decision of others (one sale counts too!!!). 

The power of an influencer is underrated. 

Sometimes they’re looked down upon in comparison to celebrities, but they serve their own unique purpose. 

Most often, they are categorized as organic media – content that is generated organically (not paid). This means that influencers have high trust/credibility and can do a number of things: reach new customers, increase brand awareness, and make more sales. 

Despite having a low follower count, that ranges from 1k-50k, micro influencers can still spark a lot of engagement. They have a niche connection with the audience. 

This is good news for the Coach marketing team, seeing as all kinds of influencers sought out to experience a one-of-a-kind connection: Coach and coffee.

Micro influencer Bea (@_beasalazar) on TikTok did a great job of this. She took the audience with her on a “day in my life” format video to visit the Coach Coffee Shop. Multiple clips are presented to keep the viewers wanting more, including what the shop looks like, the sweets, the tote bag, and a full review of it all. 

Currently, Bea has 25.9k followers, but her video garnered: 293k views, 25.1k likes, 273 comments, 2,832 favorites, and 6,466 shares. This is only a glimpse of her impact! 

Although the numbers look impressive, she had to start from nothing and work her way up. All the work she did prior still matters and is proof that anyone can be an influencer. 

P.S – look at the Coach Coffee Shop on TikTok! 

Community

Coach has a built-in community. 

It’s been established since 1941 and has gone through major transitions, but the community is still here – standing the test of time.

In the traditional sense, Coach’s community comprises Gen Z girls who have a passion for fashion. These girls are the heart of the brand and are the reason why people continue to yearn for it.

That’s why today’s marketing is more relational than transactional. People don’t care about brands, they care about people.

The addition of a coffee shop as a “third place” paves way for further engagement. This can look like: sharing coffee rituals, participating in challenges, joining monthly coffee circles, or connecting with other members. 

The more that the public sees this relationship allows for a natural occurrence of strong community.  

Brand Identity

Before launching a brand, it’s important to have an identity. Something that sets one apart from others.

These are often the stories that are told from organizations themselves; where they come from, why they exist, and what it is that makes them unique amongst competitors. 

For Coach, their identity is rooted in their hometown: New York City (NYC). 

NYC is known as the city of dreams and it’s flooded with creativity and innovation. It is here that the founders were able to hand-craft leather into something that is meant to last a lifetime. 

Not only is their pride in quality, but in individuality. 

Coach emphasizes what it means to be real and the impact it has on people, communities, and the planet.  

This is reflected in their marketing and why it works so well – casting Elle Fanning to be the global ambassador for the “Revive Your Courage” Fall 2025 Campaign! 

✍️ Written by Yasmine Nguyen