Retail
Coach, an iconic global fashion brand, faced a significant challenge with its existing music strategy.
A single, uniform playlist was used across all stores worldwide, which failed to resonate with the brand's diverse, international customer base. This disconnect between the in-store experience and Coach's brand identity led to a need for a more strategic approach to music-one that could align with their younger, modern audience while preserving their timeless, luxury image.
Altaura partnered with Coach to design a music strategy that would bring the brand's ethos to life across their global footprint, creating an elevated, immersive customer experience.
Defining the coach sound
The process began with an in-depth consultation, where Altaura worked closely with Coach to identify the quintessential sound of the brand. This required understanding Coach’s rich heritage, future vision, and market positioning. Through this research, Altaura developed a cohesive brand sound that encapsulated Coach’s global vision while adapting to regional and cultural nuances.
Global Playlists
To address Coach’s extensive international presence, Altaura developed tailored sound profiles for 10 global regions. These playlists were crafted to reflect the cultural sensitivities, musical trends, and customer preferences of each region. The overarching aim was to maintain a consistent brand sound while ensuring the music resonated authentically with local audiences. Each type of Coach store—Retail, Outlet, and the experiential Coach Play locations—required unique energy levels and soundscapes. The curated playlists were designed to adapt throughout the day, transitioning seamlessly to match the shifting moods and energy levels of the shopping experience.
Coach Play: Bespoke Themes and Individualization
Coach Play stores, known for their distinctive designs and thematic experiences, presented a unique challenge. Altaura created completely individualized playlists for each Coach Play location, ensuring that the music aligned perfectly with the store's bespoke aesthetic. For example, stores with playful, vibrant designs featured upbeat and eclectic tracks, while locations with a more sophisticated ambiance leaned on classic yet modern instrumental pieces. This bespoke approach ensured a cohesive and immersive brand experience tailored to each store’s audience and environment.
Localized Playlists: The Ipoh Example
At Coach’s Ipoh location in Malaysia, Altaura took a hyper-localized approach to playlist creation. Recognizing the importance of integrating local musical influences, the Ipoh playlist blended contemporary international hits with popular Malaysian tracks. The result was a soundscape that resonated with local customers while staying true to Coach’s global identity. This location-specific playlist became an integral part of the store’s unique charm, improving engagement and enhancing the shopping experience.
Implementation and Ongoing Collaboration
The rollout of this music strategy required Altaura to work closely with Coach’s teams worldwide. From managing complex logistical requirements to ensuring seamless integration into stores, Altaura provided end-to-end support. Regular updates and data-driven refinements ensured that the playlists remained relevant and impactful over time.
Impact and results
This strategic music overhaul allowed Coach to maintain its classic, luxury image while appealing to a younger, more dynamic audience.
The localised playlists enhanced customer engagement, contributing to a personalised and memorable shopping experience.
What I appreciate about Altaura is that not only did they show up as experts with a vision for how the Coach brand can leverage the power of music in their environments, they were also willing to go through the extremely complicated process of figuring out how to bring it to life.
our work
By transforming Coach's in-store music strategy, Altaura helped the brand bridge the gap between tradition and modernity.
The integration of global and local soundscapes successfully reinforced Coach's brand identity across diverse markets, creating a cohesive yet tailored customer experience that resonates on a deeper, emotional level.
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