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Social Currency with Sammi Cohen Podcast
The Coach Turnaround Case Study and $5.6B Payoff

The Coach Turnaround Case Study and $5.6B Payoff

Social Currency with Sammi Cohen vor 9 Monaten

0:00

13:36

There was a moment when carrying a Coach bag felt cringe. Today,
Coach is one of the hottest brands among Gen Z, with demand
exploding and bags selling out. In this episode, Sammi unpacks how
one of the most unlikely retail comebacks of the decade happened: a
story of disciplined restraint, thoughtful pricing strategy, and
creating sub-brands. Coach proved that the fastest way to lose
relevance is to chase volume, and the fastest way to regain it is
to rebuild meaning. Sammi breaks down the strategic steps behind
the turnaround—from shutting stores and nixing discounts to
restoring design authority, defining the timeless Gen-Z customer,
and turning retail into culture. And at the end, she reveals the
core takeaway that explains why Coach succeeded where so many
heritage brands have failed. Plus, you won’t want to miss the end
of the episode where Sammi drops an exciting announcement…. Follow
Sammi Cohen on Instagram Subscribe to the Social Currency
newsletter Here’s what Sammi covers today: 00:00 The Rise,
Fall, and Rise Again of Coach 00:58 Coach's Origin Story and
Initial Success 01:58 When It Went Downhill 04:08 The
Turnaround Begins 06:19 Rebuilding the Brand: Design and
Distribution Overhaul 07:06 Targeting Gen Z 09:09 Experiential
Retail and Modern Success 10:48 How Coach Pulled This Off 11:17 Big
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