Coach Outlet Content Refresh
Trade School + Shophouse for Tapestry / Coach Outlet | March-April 2024
WITHOUT the use of AI or a DCO platform.
Bringing luxury to Gen Z through a total rebrand.
Shophouse had done a brand refresh for both Coach and Coach Outlet (both in the Tapestry family of brands), and Shophouse brought on Trade School for content production when Tapestry approached them about creating all of the refreshed content for the month of April. It was going to represent a “hard reset” of the brand at every consumer touchpoint simultaneously.
The team also learned the basics of Figma OVER A WEEKEND and we’ve been rocking-and-rolling with the platform ever since.
If you’ve been following advertsinig news, Coach’s rebrand has resurrected them for Gen Z.
They were written up in Business of Fashion (BoF), Business Insider and British Vogue as well as AdAge for being a brand who “gets” Gen Z. And most of these articles came out within the first two weeks after our content went live.
HOWEVER…
The first week our content was live, the clients informed us of strong increases to benchmark within key KPIs including CTR (click-through rate), ROAS (return on ad spend) and CVR (conversion rate).
So not only was the content resonating with the Gen Z audience, it was moving the sales needle.
I created a lot of videos.
From scratch.
In triplicate.
For each concepted video, there were ten-second 1×1 and 9×16 videos for META and a separate fifteen-second 9×16 video for TikTok. And when we started, there were no templates. Everything we made was brand new based on the brand design direction created by Shophouse.
Needless to say, my originally-planned role of being “project oversight” went sideways quickly as the scope of work grew exponentially each week. We had originally been told our part of the content creation was only going to be social assets, but the volume of emails, email banners and site graphics quickly overwhelmed the Shophouse team.
The Trade School design team works VERY fast and very efficiently because we’re used to volume content creation, so Jasmine and LaNorris took on the bulk of “everything that wasn’t social assets” while I took on all-things-social. I needed Kris back on our Home Depot work, so he was only able to help the first week of the five. This meant in addition to OLA banners and static social assets, I inherited all of the animated ads as well.
Needless to say, I lived in Figma and After Effects for 70+ hours a week three weeks in a row.
By the time we delivered our final batch of assets at the end of the fifth week, it felt like we’d been through a battle together. We learned a lot, and it brought us closer as a team.
I kept a running weekly total of all the assets the Trade School team delivered. Between us and Shophouse, it was over 1,200 by the time the project wrapped.
The numbers below are JUST the Trade School team.
25
SMS/MMS
28
Site Graphics
57
Email Banners
123
OLA Banners
130
Website Content Spots
143
Emails
519
Social Ads
1,025
Unique Deliverables
