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Nostalgia, Movie Stars and Drag Queens: Inside the Coach Brand Turnaround

The 80-year-old heritage leather goods maker has spent much of the last year leaning into a marketing strategy that emphasised fun. Its efforts are paying off.
Coach's Fall-Winter 2021 campaign shot by Juergen Teller. Courtesy.
Coach's Fall-Winter 2021 campaign shot by Juergen Teller. Courtesy.
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BoF PROFESSIONAL

Coach’s digital presentation of its Autumn/Winter 2021 collection opens with Michael B. Jordan sprawled on a plastic-wrapped couch in a vintage-inspired living room. The Black Panther star channel surfs on a 1980s-style television, eventually landing on Coach, a show whose title card bears more than a passing resemblance to Friends. Viewers are then transported into a replica of Monica Geller’s apartment, where K-pop stars Hyuna and Dawn break out into a dance battle over a cookie. Cue the laugh track.

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