In this conversation between Christine Russo and Giovanni Zaccariello, Giovanni discusses the Coach's approach to physical experiences and emphasizes the importance of localization, adapting formats for different regions, and using modularity to design for longevity. Giovanni provides examples, such as the Tabby pop-ups and the Coach Play stores, where experimentation and testing of new ideas occur.

Giovanni elaborates on the Coach Play stores' purpose as testing grounds for new concepts, emphasizing the importance of community engagement and localized experiences and highlights the success of Coach Play stores in terms of increased traffic and extended customer stay.

The discussion also touches on Coach's celebrity endorsements and a "constellation approach,". Christine draws parallels to the beauty industry's strategy. Giovanni explains the uniqueness of Coach Play stores, their flexible design, and the emphasis on creating a central community hub.

Giovanni addresses sustainability within the brand, detailing initiatives like Tomorrow's Vintage, Coach Reloved, and Coachtopia. He shares the brand's circular ecosystem in Coachtopia, where stores are made from scrap materials, creating a unique and sustainable retail experience.

Lastly, the conversation explores Coach's approach to apparel and its regional variations. Giovanni explains how the brand balances its core identity as a handbag company while expanding into other categories like apparel and footwear based on regional preferences. He also highlights the importance of omni-channel strategies, especially during the pandemic, and the success of live streaming in China.

In summary, the conversation provides insights into Giovanni's role, Coach's innovative approaches to physical experiences, sustainability efforts, and the brand's strategic expansion into different product categories and regions.