Coach: First Step Into Luxury

Many people who now own luxury bags began their collection with a Coach bag as their first step into the world of designer fashion. While people's tastes may evolve, Coach was a brand that made luxury feel accessible at a pivotal time in their lives.

Strategy: Xinru Jiang, Copy: Ahalya Bahuguna, Art Direction: Carly Hansen (Me)

Case Study Video

OOH

Coach ad featuring a brown leather handbag with text "Your first promotion comes with a buckle and two straps. Life begins with Coach."

Tan leather Coach tote bag with silver accents and Coach tag, promotional text about life and totes on a white background.

Green Coach handbag with tag, promotional text "You're leaving your hometown, but you're meeting your style. Life begins with Coach."

Three Coach handbag advertisements featuring a silver quilted bag, a green structured bag, and a tan tote, with a person walking past them.

Landing Page

Coach advertisement featuring a brown leather handbag with a promotional message and a "Shop the Collection" button.

Orange croc-embossed Coach handbag with detachable shoulder straps, displayed against a brown background with white text highlighting features and a hashtag campaign.

Coach advertisement featuring a brown leather bag with text "You can’t do your dream job without your dream bag." Tags include #LIFEBEGINWITHCOACH. Options for "Work Totes" and "Briefcases" are highlighted.

Advertisement for a stylish cream handbag adorned with pink bows and ribbons on a pink background, featuring the text 'A Year Older, Wiser, & Classier'. Includes a 'Shop the Look' button.

Brown leather travel bag with open top displaying the words 'You Should Never Upstage the Bride.' Background text references bachelorette trips and includes a sign-up form for a newsletter.

Social

Two hands holding smartphones displaying Instagram posts by Coach featuring red handbags and promotional text.

Coach advertisement featuring the red Soho Flap Bag with text promoting space in a first home and engagement hashtag #LifeBeginsWithCoach.

Social Engagement

Person in a brown leather jacket holding a coffee cup, sitting by a window with a brown handbag on the wooden counter, Instagram post by rodneykim in Koh Samui, Thailand.

A person smiling and holding a pink handbag in front of them with both hands, featured in an Instagram post from 'adadavid' in Atlanta, Georgia. The caption shares a personal story about the bag during their senior year of college.

Woman smiling, holding a Coach bag over her shoulder, standing on a wooden bridge with greenery in the background, Instagram post.

Person wearing sunglasses and a sleeveless sweater, holding a Coach handbag, against a brick wall backdrop. Instagram interface with caption discussing personal milestones.

Experiential

New York Fashion Week

During New York Fashion Week, Coach invites you to walk the red carpet in SoHo with bags waiting to celebrate your life's achievements in style. It's a runway for those daring to dream and achieve. Capture your special moment with Glambot — every accomplishment, big or small, all deserves to be celebrated in the spotlight.