Post by Victoire Keller

Earlier this week, I had the opportunity to present a project my team and I have been developing over the past 13 weeks to a panel from Coach Retail. Our focus: how to better attract Gen Z consumers into Coach stores in Singapore. We proposed a campaign centered on personalization, featuring a one-time purchase bag charm concept designed to make each product feel more exclusive. This project allowed us to tackle a real business issue through a customer-centric approach, and pitch our recommendations to industry professionals. Grateful to Lee Kai Ting and Brannie Lu for their valuable insights, and to Dr Lynda Wee for making the Channel Value Creation course such an enriching experience.