Special Report: How Coach Found Itself ‘Amongst Friends’

When Coach founded its Coach Collective squad of brand ambassadors in 2020, the renowned luxury fashion brand was looking to move beyond transactional, pay-to-post creator relationships, and instead foster genuine collaboration with a new generation of advocates. Coach built out its namesake Collective by recruiting creators who could tap into a younger, more diverse audience, with many being smaller-scale influencers who could grow their followings as they deepened their ties to the brand.

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