Accessible luxury is out, “expressive luxury” is in. That’s the latest from US accessories and fashion brand #Coach, which is shifting its positioning in a bid to court #GenZ consumers and meet parent company Tapestry’s new 2025 growth targets. Sustainability and self-expression, it says, will be crucial to attracting younger consumers and fuelling financial growth. @coach’s move to an “expressive luxury” positioning reflects a new crisis among consumers: how to balance their values around sustainability with the desire to express themselves through fashion. Combined with a more cautious approach to discounting and attempts to distance itself from allegations made last year that the brand destroyed and discarded unsold handbags, Tapestry hopes this will elevate Coach in the eyes of its Gen Z customer base. Tap the link in bio as @bellawebb_ has the latest. 📸 @voguemagazine