378. How Coach captivates consumers with visual storytelling
Retail Gets Real · with Giovanni Zaccariello · March 18, 2025 · 25 min
Summary
Coach's SVP of Global Visual Experience, Giovanni Zaccariello, reveals how the brand leverages visual storytelling to create compelling in-store experiences worldwide. This episode offers ecommerce operators a masterclass in brand identity, demonstrating how to evolve visual merchandising into a strategic tool for deep consumer connection and global resonance, while balancing consistent messaging with cultural adaptation.
Key takeaways
Visual merchandising must evolve beyond mere display to become a strategic tool for brand storytelling, creating immersive and emotionally resonant customer experiences.
Brands must balance global consistency in visual messaging with local cultural adaptations to ensure relevance and connection with diverse international audiences.
Storytelling through visual elements in physical spaces can significantly influence the customer journey and purchasing decisions, making the in-store experience a critical component of brand success.
Embrace calculated risks and trust intuition in professional decisions, as pivotal career moments can redefine trajectory and lead to significant innovation in brand presentation.
Continuously innovate window displays, store layouts, and product presentation to stay ahead of retail trends and maintain captivating consumer engagement.
Coach is a visionary of visual storytelling and experiences. Giovanni Zaccariello, SVP of global visual experience for Coach, joins us to discuss the evolution of visual merchandising and how he tells Coach’s story to a global audience. He also shares the moment that changed his career trajectory and his advice for taking risks and following your gut.(00:00:00) Introductions(00:01:27) Zaccariello’s career journey (00:07:17) The evolution of visual merchandising (00:10:25) Telling the coach story (00:13:55) Zaccariello’s proudest career moment (00:19:09) Zaccariello’s lessons and future learnings The National Retail Federation is the world’s largest retail trade association.Every day, we passionately stand up for the people, policies and ideas that help retail succeed.Resources:• coach.com• linkedin.com/in/giovannizaccariello• Learn more about Retail’s Big Show in NYC• Become an NRF member and join the world’s largest retail trade association• Learn about our retail education platform, NRF Foundation, at nrffoundation.org• Learn about retail advocacy at nrf.com/advocacy• Find more episodes at retailgetsreal
What does this episode say about retail & omnichannel?
Visual merchandising must evolve beyond mere display to become a strategic tool for brand storytelling, creating immersive and emotionally resonant customer experiences.
What does this episode say about brand & content?
Brands must balance global consistency in visual messaging with local cultural adaptations to ensure relevance and connection with diverse international audiences.
What does this episode say about founder & leadership?
Storytelling through visual elements in physical spaces can significantly influence the customer journey and purchasing decisions, making the in-store experience a critical component of brand success.
What does this episode say about retail & omnichannel?
Embrace calculated risks and trust intuition in professional decisions, as pivotal career moments can redefine trajectory and lead to significant innovation in brand presentation.
What does this episode say about retail & omnichannel?
Continuously innovate window displays, store layouts, and product presentation to stay ahead of retail trends and maintain captivating consumer engagement.
