With its 12 Coach Play concept stores, Coach is cracking the secret to what gets Gen Z to spend time in stores. Best described as testbeds for ideas with the potential to resonate with Gen Z, Coach Play’s “fully immersive” and “hyperlocal” stores have seen impressive levels of dwell time, with their different components translating to differing levels of engagement. In general, compared to a typical Coach store, a larger number of Gen-Z shoppers enter Coach Play stores. And among those who enter, their dwell time is often 4-8 times greater in Coach Play than in a typical Coach store — it’s even higher in Asia. “We build the stores with [dwell time] in mind,” Giovanni Zaccariello, the brand’s svp of visual experience, told Glossy during this week’s Shoptalk conference. “There’s a sense of discovery, there are things for them to do, and there’s more space for people to just hang out. “ https://lnkd.in/enmfD3Fw
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1dThe deep research and commitment that Coach is bringing to their experiential Play format is impressive. Other retailers looking to win over Gen Z could take a page from their playbook.