Joon Silverstein (Coach) | From Legacy to Cultural Icon: How Coach Won Gen Z

Very few brands have reinvented themselves as successfully, or as culturally, as Coach. On this week's episode, Jim sits down with Joon Silverstein, Chief Marketing Officer of Coach, to unpack the bold transformation behind one of fashion’s most compelling modern growth stories. 

Coach is part of Tapestry, Inc., the New York–based global house of iconic accessory and lifestyle brands that also includes Kate Spade. This past fiscal year, Tapestry achieved a record $7 billion in revenue, driven largely by double-digit growth at Coach — a powerful signal of the brand’s renewed momentum and relevance.

Joon’s impact at Coach spans more than a decade. She joined the brand in 2014 as SVP of Global Customer Experience, went on to lead digital, creative, sustainability, and North America marketing, and ultimately founded Coachtopia: Coach’s groundbreaking circular sub-brand built with and for Gen Z. 

As we close out the year and head into the holiday season, this conversation feels especially timely. It’s about courage, confidence, creativity, and what it really means to build brands — and careers — that stand for something meaningful.

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