29/10/2026
In this video interview, The Moodie Davitt Report Brands Director Hannah Tan meets Coach Travel Retail Director Liam Dewis who discusses the brand’s transformation to a ‘Gen Z icon’ and its ambition to recruit the next generation of luxury consumers through what it coins as “expressive luxury”.
Through creative product designs, personalisation and a focus on self-expression, Coach is strengthening its connection with Gen Z – an approach Dewis believes is integral for the travel retail channel.
“At Coach, we’ve rewritten the luxury handbook,” he says. “We’ve chosen realness over rules, moved from exclusive to inclusive and prioritised purpose over perfection. This has allowed our customers to express themselves and have the courage to be themselves.
“We’ve gone from ‘my mother’s Coach’ to ‘my Gen Z Coach’.” .dewis