HOW DO YOU win the hearts (and wallets) of Gen Z? In 2025, it remains one of fashion’s most pressing questions, pondered by boardrooms filled with Boomers, Gen Xers and Millennials, none of whom can quite crack the code. How, exactly, do you seduce a generation allergic to artifice, hell-bent on authenticity and armed with an encyclopaedic knowledge of price-per-wear calculus? The challenge feels Sisyphean. And yet, miraculously, one brand has achieved it.
Step forward Coach. The all-American stalwart, owned by the same company as Kate Spade and Stuart Weitzman, is something of a Gen Z whisperer. Under the deft eye of Stuart Vevers, the Brit expat who joined the brand in 2013, Coach has transformed itself into one of the most desirable brands on the planet. According to the…