Generation Z is, both in a literal and metaphorical sense, carrying the weight of Coach’s current success. This cohort of consumers—those born roughly between 1997 and 2012—has become the precise target, or as Scott Roe, Chief Financial Officer and Chief Operating Officer of Tapestry (Coach’s parent company), describes it, the ‘center of the bull’s-eye’ for the luxury accessories brand. Their influence is reshaping how Coach defines relevance and modern desirability.
Recognizing the extraordinary traction Coach has achieved among younger buyers, Tapestry now aims to replicate that formula of success for its other high-profile brand, Kate Spade, which officially joined the company’s portfolio in 2017. Roe elaborated on this forward-looking strategy and Tapestry’s deep commitment to understanding Gen Z’s values and purchasing behavior in a forthcoming episode of *Monica Langley’s Office Hours: Business Edition* podcast. Business Insider was granted exclusive access to the discussion’s transcript prior to the episode’s release.
According to Roe, Coach’s renewed focus on Gen Z was not merely a creative choice but a strategic necessity grounded in extensive data analysis. Market projections revealed that by the year 2030, younger generations—specifically Gen Z and millennials—would account for approximately 70% of all handbag purchases globally. Yet at the time of that analysis, the company’s average customer was around 40 years old, a demographic distance from the emerging core of the market. As Roe candidly explained, “We realized we had a problem. We needed our audience to get younger.” This insight catalyzed a wide-ranging brand reinvention.
The company’s efforts have produced striking results. During Tapestry’s November earnings call, CEO Joanne Crevoiserat announced that Coach had successfully welcomed 1.7 million new customers in the most recent quarter alone, many of whom were first-time Gen Z buyers. The brand’s quarterly revenue surged to $1.7 billion, representing a 13% increase compared with the same period the previous year—proof that strategic rejuvenation can yield both cultural and financial dividends.
Building upon this proven success, Tapestry is now applying the same framework of youth-oriented engagement to Kate Spade. Roe explained that the brand has identified eighteen years old—the typical age when young women transition from high school to college—as a pivotal point of entry into the handbag market. It is at this stage, he noted, that many consumers evolve from using backpacks to choosing their first bags, marking an important moment of self-expression and purchasing independence.
The first step on Tapestry’s roadmap to bring Kate Spade to the forefront of contemporary style consciousness is to heighten brand awareness among younger buyers. Roe emphasized that this involves significant investment in marketing to ensure that young consumers not only recognize Kate Spade by name but also perceive it as relevant, vibrant, and desirable. A key example of this effort is the launch of the Duo Crossbody Bag, a sleek, functional design that has already begun to generate excitement ahead of the holiday shopping season. Roe predicted it would become a standout favorite during peak retail months.
Digital media plays a central role in reaching this audience. Social platforms such as YouTube and Reddit serve as discovery spaces where Gen Z consumers encounter authentic, peer-driven content that influences purchasing decisions. While Roe did not go into detail about the company’s use of influencer collaborations or paid creator partnerships, he acknowledged that such platforms are integral to prompting younger consumers to seriously consider adding Kate Spade to their personal style rotation. Celebrities like Laufey and Ice Spice, who were recently photographed with Kate Spade’s Duo bags, further illustrate the power of cultural relevance in brand positioning.
Roe also pointed out that the spending power of Gen Z may be underestimated. Many younger shoppers are financially supported by multiple family members—often encompassing parents and grandparents—resulting in what he referred to as ‘six wallets’ contributing to their discretionary spending capacity. This multi-source financial backing creates opportunities for luxury brands to cultivate long-term relationships with shoppers who are still forming their consumer identities.
Nevertheless, pursuing this generation is not without challenges. Roe admitted that Tapestry faced several dilemmas while refining its strategy to connect authentically with Gen Z. The most significant obstacle is the overwhelming abundance of options now available to consumers. With an unprecedented array of brands vying for attention, breaking through the noise and sustaining relevance requires constant innovation. As Roe succinctly summarized, “There are so many more choices available to them that it’s harder than ever to capture mindshare.”
The solution, according to Roe, lies in an unwavering commitment to marketing—and then amplifying it even further. Recognizing the fierce competition for visibility, Tapestry has more than tripled its marketing expenditure to meet this challenge head-on and intends to continue at that elevated level of investment. In summary, the company’s dynamic strategy positions marketing not as an auxiliary function but as the primary engine driving relevance, resonance, and growth within the evolving landscape of next-generation luxury consumers.
Sourse: https://www.businessinsider.com/kate-spade-wants-coach-bag-moment-with-gen-z-2025-12
