Developed a full brand and retail strategy for Coach Southeast Asia (Singapore & Malaysia), as part of my Channel Value Creation elective at NTU.

The project focused on understanding Gen Z consumer behavior in Singapore and addressing the gap between store engagement and purchase conversion.

Our response combined product innovation and experiential marketing, including a weather-adapted accessory collection, collectible charm concepts, and in-store activations designed to drive engagement and emotional connection.

The strategy was presented to Coach store managers in Singapore and Malaysia, bridging academic insights with real industry feedback.