Post by Alya Baya Abbas Terki

What if Coach became the brand Gen-Z in Southeast Asia actually lived with every day? That question became the foundation of our project for our Channel Value Creation class at NTU, led by Dr Lynda Wee. 13 weeks ago, we started working on this project, visiting Coach stores, observing behaviours, brainstorming ideas, and questioning everything. Instead of starting with product, we started with image: how do you bring Gen-Z into the brand’s visual world, step by step? And from there, the story started to unfold naturally. 📸 Short term → Create the moment We introduced a photo booth activation in-store, designed as a content generator. The idea was to make Coach a place you don’t just visit, but document. The experience was directly linked to a new line "the book charms", with customisable visuals and weather-inspired stickers, subtly introducing a recurring theme: climate as part of identity. Not just an activation, but a first layer of storytelling. 🪩 Mid term → Build desire & exclusivity We then developed the Sun Charm, a collectible piece positioned at the intersection of personalisation and status. Each purchase came with the possibility of finding a golden ticket, giving access to an exclusive Coach event. A moment designed as both a cultural and visual experience: a live performance by Shye (our brand ambassador), unveiling the next chapter of the brand. 🌂 Long term → Anchor the brand in everyday life That next chapter becomes the Weather Bundle. A curated set of accessories designed for Singapore’s reality: – Coach sunglasses (their first eyewear line) – A retractable umbrella – And a UV-protective, water-resistant balaclava, our core innovation, combining technical performance with a sleek, elevated aesthetic We had the opportunity to present this full journey yesterday to Coach store managers in Singapore, with Malaysia joining via conference, bringing our creative vision to life. A sincere thank you to their teams for their time, attention, and thoughtful feedback. Grateful to have worked on this with Armelle Ferrand-Eynard, Cléa Lassagne, Ludmille Desné, Camille Pesin, and Solène Marteau. And huge thank you to Dr Lynda Wee for constantly pushing us to think beyond ideas, and into execution. It was a privilege to learn from you this semester. Introducing - Coach Under All Skies :) #Coach #GenZMarketing #LuxuryMarketing #FashionMarketing #CreativeDirection #ArtDirection #VisualStorytelling #BrandStrategy #ExperientialMarketing #CustomerExperience #FashionIndustry #LuxuryBranding #Singapore #NTU