EXPLORE YOUR STORY

66 Coach turns marginal red COACH fashion statement that challenges the status quo. * books into a marie claire ORGANIC SOCIAL ENGAGEMENT <--, #ebOOkCharm iii. about the power of storytelling. e ELLE TURNING BANNED BOOKS INTO. : WEARABLE STATEMENTS USER GENERATED POSTS urning books into wearable statements. IN PARTNERSHIP WITH (a) | een ease + FAST@MPANY PR ARTICLES 1% GEN Z CUSTOMER ACQUISITION BACKGROUND, (Gen Z's a generation that has embraced books as a core way to gain new perspectives, build community, and express identity. Through communities like BookTok and Bookstagram, reading has become a visible language of self-expression, where people share who they are through what they read. ‘At the same time, freedom of expression is increasingly under threat. Books exploring themes of identity, race, gender, social justice, and equaity are being banned at record levels across the United States and beyond. Fora generation thet reads more than any before and uses books as tools for set-expression, access to diverse perspectives has never been more culturally urgent, 42.5% SALES GROWTH IDEA Coach transformed banned and challenged books into bag charms, creating a collection of fully readable mini books that tum an accessory into a statement of identity at a moment when access to diverse narratives is being restricted, Created in partnership with Penguin Random House and independent publishers globally, each tile was selected together with Gen Z communities worldwide, championing female authors and diverse voices. The book charms unlocked a connected ecosystem of experiences for Gen Z, creating real-world spaces for young people to share their own stories and connect through storytelling. Coach tured a product into a movement, and Participation into cultural impact. VOGUE fhe New ork imes ate NBCNEWS FST@MPANY marie claire [1,1 People LOMICIEL THE WALLSTREET JOURNAL HYPEBEAST BAZ\R ENEWS HIGHSNOBIETY ()7| PAUSE Bloomberg 4TODAY pRAA EBONY VMGUNE