Luxury Brand COACH Launches Heartfelt Campaign, Asking Mothers and Daughters To Share Family Stories

Coach has been crafting luxury leatherware for generations. We’ve always been your mother’s favorite, and now we’re yours. This Mother’s Day, Coach is celebrating its heritage, and your legacy, with a “Mother’s Day Stories” campaign. Share a memory about you, your mom and Coach on our website now through May 29^th.

Users will be able to contribute a short story, along with an optional photo, for consideration in the campaign, as well as “Like” and share entries with their friends online. The submission process will be open now through April 18th and stories will be featured on our site through May 29th.

Submit your own story or read others’ at www.facebook.com/coach or www.coach.com/stories, and tweet – @Coach using hashtag #CoachStories.

In anticipation of this campaign, Coach has tapped a series of influencers with unique stories about the brand. Contributors include Gretchen Gunlocke Fenton, Accessories Director at Glamour, Eva Chen, Beauty Director at Teen Vogue, Michelle Adams, Editor in Chief of Lonny Magazine, Zandile Blay, Fashion Editor for Essence, bloggers Lauren Sherman of Fashionista.com, Keiko Groves of KeikoLynn.com, and Gabrielle Blair of DesignMom.com, among others.

Lauren Sherman, Executive Editor of Fashionista.com
Growing up, my mom’s friend Nadine had a beautiful navy blue Coach bucket bag that she wore everywhere. As a single mother, my mom couldn’t afford such luxuries, but was smitten nonetheless. She promised that when I graduated from high school, she would buy me my first good bag—a classic from Coach. Since then, she’s bought me plenty of Coach bags, but none for herself. This Mother’s Day, I plan on returning the favor.

FashionablyMarketing.Me: How did Coach choose the fashion influencers that are part of the STORIES campaign?

COACH: As soon as you tell someone you work at Coach, they want to share their “first Coach” memory with you. Over time, between meetings with fashion editors, tastemakers and bloggers, you start to collect these memories in bits and pieces. When we thought back, we started to see that a lot of these memories involved people’s mothers, so we decided to celebrate that fact, that legacy, with our Mother’s Day Stories campaign.

FashionablyMarketing.Me: How did their individual stories influence the selection?

COACH: The list of influencers is comprised of Coach fans, past and present. They represent the many types of Coach woman and we are thrilled to see what our customers online have to share. Their stories run the gamut from someone’s first Coach bag purchased by their mom, buying your deserving mother her first luxury bag, even crafting your own Coach bag (much to your father’s chagrin) to match your mom’s.

Eva Chen, Beauty Director for Teen Vogue
My mom, the fashion hero. Growing up, I deeply admired her style and wanted to be just like her (actually, I can’t lie—I still do). She had an amazing collection of Coach, amazing shoulder bags that contained a galaxy of glamorous items, like red lipstick, a little black address book, and blotting papers. My dad, being the best dad ever, bought me my own little Coach pouchlet so that I could be more like my mom. I was thrilled and carried it all the time! Until the day I decided I wanted a Coach shoulder bag, just like my mom. That day, I marched up to the arts and crafts station at school, borrowed a hole puncher, punched a series of holes into my first-ever Coach pouchlet, strung arts and crafts yarn through said holes, and made my own Coach shoulder bag. Suffice it to say, my wonderful dad was not so pleased and, um, it was a while before I got another Coach bag from my parents. What can I say? I had a DIY streak, even at eight.