Coach Appoints Joon Silverstein as CMO, Promoting Growth with Consumer-Centric Strategy

University courses Economics, Finance, Business & Marketing
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Coach has named Joon Silverstein as its new Chief Marketing Officer (CMO), following the promotion of Sandeep Seth, who will now also serve as President of Tapestry International. Silverstein succeeds Seth, who continues in his role as Chief Growth Officer at Tapestry, the parent company of Coach.

Silverstein’s new role marks a significant milestone in her decade-long career with Coach, where she has held several leadership positions, including Senior Vice President of Global Marketing Creative and Sustainability. She is also the founder of Coachtopia, the brand’s sustainability-focused sub-brand.

A Vision for Global Growth and Innovation
In her new position, Silverstein will be responsible for setting a global, consumer-first marketing strategy that supports Coach’s growth objectives. Her expertise in brand storytelling will play a crucial role in amplifying the brand’s narrative and expanding its global presence.

Having joined Coach in 2014, Silverstein’s previous roles at the company have centered on improving customer experience and driving sustainable business practices. Before Coach, she held leadership positions at Louis Vuitton and Victoria’s Secret.

Coachtopia’s Success Under Silverstein’s Leadership
Silverstein’s leadership of Coachtopia, launched in 2023, has already had a major impact on Coach’s performance. Coachtopia was designed to push Coach’s sustainability efforts forward with a focus on circular fashion, promoting a circular economy by reimagining product lifecycles and building deeper relationships with consumers.

“Circularity is about reimagining not just the product lifecycle, but the relationship between brand, planet, and consumer,” Silverstein explained at the time of the sub-brand’s launch. Through Coachtopia, she has connected with hundreds of Gen Z consumers, inviting them to collaborate on products and campaigns via Slack, giving them a central role in shaping the brand’s future.

Coachtopia has resonated strongly with younger customers, thanks to its vibrant, eco-conscious designs. This approach has significantly contributed to Coach’s recent revenue growth. For instance, in the second fiscal quarter of 2024, Tapestry reported $2.1 billion in revenue, driven by a 6% year-over-year increase in Coach’s revenue, totaling $1.5 billion.

Continued Growth and Gen Z Engagement
Coach’s success under Silverstein’s leadership continues into 2025. In its most recent earnings report for the first fiscal quarter, Tapestry reported $1.5 billion in revenue, with Coach again being the primary growth driver. The brand’s appeal to Gen Z and Millennial consumers has been key to this momentum, with Tapestry noting the addition of nearly 1.4 million new customers in North America—over half of whom are Gen Z and Millennials.

Silverstein’s vision for Coach aligns perfectly with the brand’s ongoing commitment to sustainability, innovation, and customer engagement, ensuring the brand stays ahead of trends while continuing to grow and thrive in a competitive global market.

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Wow, it’s amazing how much Joon Silverstein has accomplished in such a short amount of time with Coach! Coachtopia sounds like such a cool initiative, especially with its focus on sustainability and involving Gen Z in the creative process. I love how they’re using platforms like Slack to let the younger audience shape the brand—it really seems like a unique way to engage with consumers.

Do you think this new focus on circular fashion is going to become a trend across more brands, or do you think it’s something only certain companies, like Coach, are going to fully embrace?

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This is such an interesting move for Coach! It’s cool to see how Joon Silverstein’s background in sustainability and brand storytelling is shaping the company’s direction, especially with Coachtopia’s success. I love how they’re actively involving Gen Z in product development—it makes the brand feel more connected and consumer-driven. do you think this kind of direct engagement with younger consumers is going to become the norm for luxury brands? Or is Coach an exception because of its positioning and focus on sustainability?

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It’s definitely an exciting shift! Coach’s focus on sustainability and engaging Gen Z directly is a smart strategy, especially as younger consumers increasingly prioritize eco-consciousness and authenticity. It’s a way to build deeper connections with a generation that values both the story behind the brand and its values.

I think we might see more luxury brands following this path, not just because of sustainability, but also due to the growing influence of younger consumers on trends and purchases. Brands are realizing that long-term success depends on appealing to these new generations and involving them in product creation and decision-making.

Do you think luxury brands need to innovate in this way to stay relevant in the next decade?

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It’s really impressive what Joon Silverstein has done, and Coachtopia is definitely leading the charge in terms of innovation and engagement with Gen Z. Using platforms like Slack to involve younger audiences in the creative process is such a smart move—it builds a sense of community and ownership for consumers, making them feel like part of the brand’s journey.

As for circular fashion, I think it’s definitely going to become a bigger trend across the industry, but it’ll likely take time for all brands to fully embrace it. Larger companies with more resources, like Coach, can spearhead it, but I could see this concept slowly gaining traction as sustainability becomes a bigger priority for consumers. The shift might be gradual, but as more consumers demand transparency and eco-friendly practices, brands that don’t adapt could fall behind.

What do you think—do you see circular fashion becoming the new norm across the industry, or will it remain more niche for the time being?

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I completely agree! Coachtopia’s use of platforms like Slack to engage Gen Z in the creative process is a smart way to build a community and foster ownership. As for circular fashion, I do see it gaining more traction over time, especially as sustainability becomes a top priority for consumers. While it may start slow, I think the shift could eventually make circular fashion the industry standard, with brands who don’t adapt falling behind.

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totally agree!

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