Meet the architect behind Coach’s “wow” moments
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Meet the architect behind Coach’s “wow” moments
Giovanni Zaccariello has one of the coolest jobs in retail. As Senior Vice President of Visual Experience at heritage brand Coach, Gio's role is a rich blend of creativity and strategic thinking to connect with consumers on a deep level.
From immersive pop-ups to even a flying Tabby hot air balloon, Coach has been making waves with its bold and imaginative experiential retail strategies. This interview offers a behind-the-scenes look at how Coach is engaging consumers in today's competitive market through experiential retail.
Gio lets us in on what a day in the life of a SVP of Global Visual Experience really looks like, the creative processes, and the strategic thinking that underpins Coach's innovative brand activations, with a particular focus on connecting with the Gen Z audience.



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