At an investor day last week, Coach chief executive Todd Kahn said their ambition is to turn Coach into a $10 billion brand. ADVERTISEMENT“It’s really important to me that we’re not just extracting from Gen Z, but that we are collaborating, listening and creating a future together,” said Vevers. That starts with data — Vevers in particular is constantly looking at what’s selling and taking those metrics into consideration. Soon enough, that will mean looking to the tastes and preferences of Gen Alpha and eventually, Gen Beta. Coach has seen that firsthand: While growth has been most substantial among Gen Z, it’s seen an uptick among all age demographics.