Joanne Crevoiserat described a combination of “magic and logic” in the way the group is putting a wealth of consumer data at the disposal of its creative and marketing teams.
chief executive officer Joanne Crevoiserat told the audience at the WWD Global Fashion & Beauty Summit in Chengdu, hosted in partnership with Chinese retailer SKP. “We see that putting them on our modern consumer engagement platform helps all of our brands to be more relevant to consumers, drives more connectivity with them and drives more innovation, which we think delivers luxury at its best.
Crevoiserat said companies need to orient themselves around consumers, leverage technology and streamline organizations. For example, marketing teams have been supplied frameworks, and if their initiatives meet certain financial hurdles, they’re empowered to make decisions and scale campaigns without relying on headquarters.
“But then in terms of how they show up regionally, we spend a lot of time listening to our customers to make sure that we understand what they value, and what place our brands have in their lives.” Believing that “you learn a lot when you talk to consumers,” Coach recently polled a cross-section of Gen Z, who talked about researching products online, but making a beeline for stores in order to see them IRL and “feel the quality.”a fully circular subbrand“Our store associates are our best brand ambassadors: They care deeply, they understand the purpose and values of the brand. And they can help the customer with styling tips, gifting tips.
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