Jan 10, 2019 | By Sandy Chu
Big data meets consumer insights. Experience WGSN.
Selena Gomez is to be the new face of the Coach brand with reports of a $10m deal to promote the high-end accessories brand and design her own line.
The 24-year-old, who is returning to the spotlight after treatment for Lupus and depression, started her comeback at the American Music Awards last month where she won the Favorite Female Pop/Rock Artist award.
This year she has also starred in a Louis Vuitton campaign and appeared on the cover of Vogue.
The reports that she will also design her own collection appears to cement her links to the Coach brand more closely and reflect a trend for deeper relationships with brand ambassadors such as that of Tommy Hilfiger with Gigi Hadid.
By signing Gomez, Coach will be able to tap into her 104m Instagram followers that make her the most followed celebrity on the fashion industry’s favourite social media channel. More and more Coach is aligning itself with Gen Z icons, as a smart brand strategy to stay relevant with their growing little sister consumer, to grab their attention now and keep them as loyal customers who grow up with the brand. This latest collaboration follows their Fall 2016 campaign where they teamed up with young, female actress Chloe Grace Moretz.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.