Coach became cool again.
Modern Retail reports over half of Coach’s new North American customers are Millennials and Gen Z.
Why? Craft, nostalgia, and values beat hype and logos.
A 1940s leather brand turned “your mum’s bag” into Gen Z’s quiet luxury statement.
No new product. Just a new frame.
What can boutique hotels learn?
👜 Craft as status. Coach made stitching a signal.
→ Hotels: showcase hand-finished details as proof of care. Start with linen, scent, ceramics.
♻️ Circular design. Coachtopia made repair desirable.
→ Hotels: restore, reuse, repurpose. Make “old” feel intentional, not outdated.
💬 Storytelling wins. Coach sold belonging, not bags.
→ Hotels: let your walls and welcome tell your origin story. Avoid pure nostalgia. The Hoxton nails this: local stories, vintage textures, modern tone.
💡 Accessible luxury. Quality without intimidation.
→ Hotels: design like a five-star, price like a local secret. The feeling of luxury, without the barrier.
Coach didn’t reinvent luxury.
It redefined how it’s felt.
Your heritage is your hidden brand equity.
Frame your heritage right, and Gen Z will rediscover you.
Just like they did Coach.
If Coach can turn nostalgia into desire, what’s stopping your hotel?
(Link to Modern Retail article in comments )
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