Global Retail Brands: The Relevance of Being Local, Yet Remaining Global with Giovanni Zaccariello from Coach

June 29, 2023
Melissa Gonzalez


Global retail brands have a reputation for going big. But how do the best brands find a way to make a powerful consumer impact globally while maintaining that local feel so crucial to long-stranding relevancy?

As technology advances and consumer behavior shifts, brands face the challenge of creating unique, immersive experiences that resonate with consumers locally while maintaining their global identity. The success of this balance can significantly impact a brand’s market share and overall growth. One brand that has been making strides in this area is the global retail phenomenon, Coach. Its retail strategy has been innovating to create immersive, localized customer experiences. For instance, Coach’s recent launch of “Coach Airways” and the “Tabby Tour” are prime examples of how the brand is leveraging immersive retail to engage with its customers on a deeper level.

So, what does it mean for a global brand to be local? How can a brand maintain its global identity while resonating with local consumers?

Welcome to Retail Refined, hosted by Melissa Gonzalez. In this episode, Giovanni Zaccariello, Senior VP of Global Visual Experience at Coach, joins Melissa Gonzalez for an in-depth conversation on the exciting innovations happening at Coach. Their discussion focuses on the relevance of being local yet remaining global as a retail brand and how Coach is deploying its retail strategy to create immersive, localized customer experiences.

Highlights from their conversation include the following:

  • The importance of creating immersive retail experiences that resonate with local consumers
  • How Coach is leveraging technology to merge the physical and digital worlds, creating a seamless shopping experience for its customers
  • The role of localization in Coach’s global retail strategy and how it is resonating with younger consumers

Giovanni Zacciarello is Coach’s Senior VP of Global Visual Experience. Born in Italy and a graduate of Oxford with a first-class honors master’s degree in business and branding, Gio has spent over 20 years in the fashion industry, revolutionizing the consumer experience. He leads visual merchandising, 3D creative studio, windows, showrooms, pop-ups, brand events, and, most recently, the digital experience team at Coach. Gio’s global perspective and visionary approach have driven Coach’s innovative retail strategy.

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