Coach Didn’t Try to Make Gen-Z Love Handbags. It Joined the Conversation

What happens when a handbag brand joins the culture?

Photo: Courtesy Coach

Coach’s fall campaign, “Live Your Story,” turns Spotify into a launchpad for real-world adventure. Open the Courage Frequency, and your listening history determines one of six “Courage Signs,” complete with a shareable playlist à la Spotify Wrapped. Then comes the twist: Your sign points you to a bus. 

In the ad campaign, Elle Fanning drives the bus, and she picks........

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