The coach raised Joon Silverstein to the Marketing Director (CMO).
She succeeds Sandeep Seth, who is also director of growth (CGO) to the parent company Tapestry and now adds the president of Tapestry International, in his title.
Silverstein was more recently vice-president of creative global marketing and sustainability, as well as the head of CoachtopiaA start-up within the brand focused on the reuse of old products.
She has been with a coach for more than a decade, joining the brand of handbag and luxury accessories in 2014 as vice-president of the global customer experience. She also held management positions at Louis Vuitton and Victoria’s Secret.
In its new role, the executive will establish a global marketing strategy focused on the consumer that aligns the growth objectives of the coach. She will also take advantage of her brand narration skills to strengthen her story.
Coachtopia
Silverstein founded Coachtopia in 2023. The sub-brand was built with “a mission to accelerate our transition to a circular fashionable economy by quickly prototying new products, processes and ideas”, ” by its website.
“Circularity consists in reinventing not only the life cycle of the product, but the relationship between the brand, the planet and the consumer,” said Silverstein in a declaration When the brand was launched.
“We build it not only for our consumers, but with them, inviting a growing community of hundreds of individuals from the Z generation to join us on our Slack channel, to collaborate with us on products, to take the front of The scene in our content and our campaigns-and reinvent our future together, “she continued.
Since then, Coachtopia has become a success among customers of the Z generation For its dynamic conceptions and focused on young people and its commitment to environmental change.
The submarque has also led to record growth of the coach.
After the launch of Coachtopia, Tapestry said $ 2.1 billion in income, an increase of 3% from one year to the nextFor its second tax quarter in 2024 ending on December 30, 2023. Growth was motivated by coach, which generated $ 1.5 billion in revenues during this quarter, an increase of 6% compared to the previous year.
In its most recent income, tapestry said $ 1.5 billion in income For its first tax quarter in 2025 ending on September 28, 2024. The coach was again the main growth engine, gaining $ 1.17 billion in net revenues, up 2% in annual shift.
Tapestry also said he saw an increase in customer commitment in her brands, including Kate Spade and Stuart Weitzman. The company said it has acquired nearly 1.4 million new customers in North America, more than half being generation Z and generation Y.
