Coach’s circular business model, Coachtopia, is set to disrupt the fashion industry and promote sustainability. The brand is among a growing number of companies that are shifting towards sustainable practices, as consumers increasingly demand environmental responsibility from brands.
The circular business model aims to reduce resource use and waste by keeping products in use for longer through repair, resale, and recycling. Its goal is to create a closed-loop system, designing products that can be reused and recycled to minimize waste and reduce the brand’s environmental impact.
Targeting Generation Z is crucial for Coach, as this demographic prioritizes sustainability and expects brands to do the same. Coachtopia’s circular business model is a significant departure from the traditional linear model, which results in discarded products. However, to meet Gen-Z’s expectations, the Coach must prioritize transparency and ethical practices.
To this end, Coach has established a Sustainability Committee composed of cross-functional teams including design, sourcing, and marketing. The committee constantly drives sustainability efforts forward. They set measurable sustainability goals, reduce greenhouse gas emissions, use sustainable materials, and implement responsible water management practices.
Coach has also partnered with the Better Cotton Initiative and the Leather Working Group for ethical and sustainable sourcing practices. While these initiatives are commendable, Coach must go further to satisfy Gen-Z’s expectations.
Coach’s commitment to transparency and ethical practices is also critical to meeting Gen-Z’s sustainability demands. Consumers today want to know the entire life cycle of their purchases, from material sourcing to manufacturing and disposal. Coach’s efforts to reduce waste and minimize its environmental impact are promising, but the ultimate test will be whether these initiatives meet the expectations of the environmentally-conscious Gen-Z consumer.
As fashion evolves, sustainability must also remain a top priority. Meanwhile, Coachtopia’s efforts to prioritize corporate environmental responsibilities should encourage industry leaders to follow suit. However, only time will tell if Coach’s sustainability goals and initiatives will resonate with Gen-Z. And will Coachtopia set a new standard for the fashion industry?