Coach和Musinsa加码Gen Z内容与线下体验营销

The fashion industry is reshaping its brand strategies, viewing Generation Z (those born between the mid-1990s and early 2010s) as a core customer group for growth. Beyond merely selling products, brands are increasingly combining content, community, and offline experiences to secure loyal customers early.
According to the industry, Coach, the U.S. fashion brand operated by Tapestry, recently unveiled a new content platform '&Coach' targeting Gen Z. It is a participatory platform where popular Gen Z creators and communities create brand stories together, featuring singer Charli XCX, Pakistani activist Malala Yousafzai, and girl group KIKI. Figures from various fields including music, sports, film, and fashion produce content sharing their experiences, which is then spread across platforms mainly used by Gen Z such as Instagram and TikTok.
"&Coach is a platform that presents a new way for the brand to connect with culture and build relationships with consumers," said Joon Silverstein, Coach's Chief Marketing Officer (CMO). "Gen Z wants to create their own identity and participate directly in that process, rather than following predetermined standards of success." She added, "Through this project, created together with Gen Z creators, cultural figures, and hundreds of consumers, everything will change—from the stories the brand tells and the voices it centers, to how the platform evolves."
Coach, once strongly perceived as a brand favored by those in their 40s and 50s, is now regarded as having successfully rebounded by attracting young consumers seeking "reasonable luxury." Analysts say its price range, which places less burden than luxury goods, along with its vintage sensibility and customization elements for decorating bags, matched Gen Z's tastes. According to third-quarter (January-March) earnings for the fiscal year announced by Tapestry in May, Coach secured 2.4 million new customers during the quarter. The company said, "Gen Z led the inflow of new customers."
In Korea, Musinsa recently filed trademark applications for 'Musinsa Teen' and 'Musinsa Teenager,' making moves to secure teenage customers. This is interpreted as a strategy to provide brand experiences starting from the teenage years to develop them into long-term customers. Last December, the company unveiled 'Musinsa Girls,' an offline space specialized for young women, at Times Square in Yeongdeungpo, Seoul. It strengthened customized shopping experiences by curating some 40 popular women's fashion brands, including Ronron, Hug Your Skin, and Miseki Seoul.
The industry believes that securing Gen Z will determine a brand's future competitiveness beyond short-term sales. "In line with Gen Z's consumption tendencies, which value individuality, experience, and relatable stories, brands are also moving away from advertising-centered marketing and expanding investment in content, collaboration, and community," an industry official said.