Coachtopia X Nintendo Case Study

Sky with clouds background with red text and graphics: 'Coachtopia' with a cloud and lines coming out of it, and 'x' followed by the red Nintendo logo.

2026 Fashion Scholarship Fund Case Study: Merchandising

Objective: In Fall of 2025, I began a Case Study for the Fashion Scholarship Fund with my Fashion Marketing and Management: “Retail Buying Simulation” class. The objective was to curate a collaborative assortment between a fashion brand and non-fashion brand demonstrating products and distribution opportunities. I selected Coachtopia as my focus. Through analysis of target consumer, brand values, and opportunities, I selected Nintendo as my collaborater.

Merchandising Proposal: Coachtopia x Nintendo is the world of fashion and gaming coming together to tell stories and create a new realm of self-expression with sustainability at its heart. This will be a collection of redesigned purses, charms, and a newly designed Nintendo Switch case. Both brands value individuality and expression, allowing this collaboration to thrive in the hands of not only Gen Z and Gen Alpha, but Millennials who grew up with the two household names.

SLIDE DECK

A promotional poster for Coachtopia and Nintendo collaboration featuring a sky with clouds, red logo text for Coachtopia with a sheep illustration and a red Nintendo logo underneath, and the text "Where fashion and gaming intertwine into a new world.
Table of contents page with a white and red handbag on the right side and a light blue background. The contents list includes sections from 03 to 21, with topics such as executive summary, brand comparison, SWOT analysis, market outlook, consumer ana
A graphic text poster with an 'Executive Summary' titled document. It features a denim pocket with a 'coachtopia' tag, cloud graphic in the top left, and a cartoon character of a flower with sunglasses in the bottom left. The poster discusses Coachto
Comparison infographic of two luxury bag brands, Coachtopia and Marc Jacobs, highlighting their business models, sustainability ratings, product pricing, store count, revenue, celebrity endorsements, and target customers. Includes images of a woman w
An infographic titled 'Coachtopia' featuring a pie chart showing sales distribution worldwide, a bar graph of sales categories, a SWOT analysis, and a quote from CEO Todd Kahn. The infographic discusses sustainability, growth strategies, and company
Nintendo infographic showing global and product revenue, company history, SWOT analysis, and sales data with a Pikachu illustration.
A colorful infographic titled 'Fashion x Gaming Industry' compares collaborations between fashion brands Burberry and Moschino with the gaming industry, highlighting their activities and collections related to Minecraft and The Sims 4 respectively, f
Infographic comparing global industry trends in fashion and gaming, including market outlook, sales data, and future predictions, with a focus on luxury fashion, video game revenue, and gaming technology advancements.
An infographic titled 'Consumer Values & Lifestyle' showcasing a girl with pink hair and multiple colorful bags. The infographic highlights topics such as coach repositions, sustainability, Coachtopia Living, The Nintendo Lifestyle, delivering to con
An informational graphic divided into sections about collaboration purpose and goals for Coachtopia and Nintendo. It features text describing product concepts, market expansion plans, and key objectives, along with images of a green purse and a yello
A poster about customer personas featuring two women and various text blocks. The first woman has braids, glasses, and wears a black fur-like top, while the second woman has glasses, dark hair, and wears a blue jacket. The poster includes details abo
An infographic depicting the customer journey, divided into Discover, Evaluate, Purchase, and Post-purchase stages. It includes sections on channels and tactics like social media teasers, influencer promotion, and email newsletters. It shows statisti
A detailed retail sales and inventory plan for various gaming accessories, including flagship, online, and pop-up stores, with tables showing categories, descriptions, quantities, costs, values, and totals, plus store locations in blue boxes and summ
A detailed report of a 6-month buying plan, featuring two handbags at the top with collaboration data. The report includes monthly sales, stock ratios, inventory, purchases, and markdowns, summarized with a total sales amount of $5,403,900. The botto
Infographic detailing merchandising launch and distribution plans for Coachtopia, including flagship stores, pop-up stores, e-commerce strategies, and collaboration product line featuring bags and charms themed around Nintendo characters like Mario a
Slide presentation titled 'Social Media & Online Merchandising' showing screenshots of Instagram and TikTok pages for Coachtopia, a woman modeling black clothing in the center, and website images of a man and popular video game characters including M
Display of Coachtopia x Nintendo collaboration products, including handbags and tote bags with cartoon motifs, set against a backdrop featuring pixelated Nintendo characters and a neon sign reading 'COACHTOPIA X NINTENDO.'
Infographic titled 'Future Growth' outlining business expansion strategies for Coachtopia, including market and design expansion, digital integration, and global penetration, with images of Coach stores, neon signs, and a cotton candy cloud with the
A presentation slide titled 'Conclusion' explaining Coachtopia's collaboration with Nintendo, featuring images of Mario, Pikachu, Isabelle, and Link, with a light blue sky background and cloud accents.
List of references and sources related to fashion market, brand comparison, SWOT analysis, Nintendo, competitive analysis, and market outlook, with a red logo and bush symbol in the bottom right corner.
A page from a references document with blue background. Contains sections including Consumer Lifestyle & Values, Collaboration Purpose & Goals, Customer Persona, Customer Journey, Social Media & Online Merchandising, and Images with URLs. The bottom

Process: I decided on the fashion brand Coachtopia because not only is it Coach’s outlet to a difference consumer segment (Gen Z), it is also an amazing example of a sustainable “circular business model” that works. To bring more consumer awareness and to put Coachtopia in an industry that fits, I chose Nintendo as the non-fashion collaborator.

Throughout the slide deck, I dive deep into the core of the two brands and their financial annual reports from 2024 to carefully analyze what product assortment and plan would generate revenue for Coachtopia. I also look at other competitors who have already participated in the “Fashion X Gaming Industry”.

After I collected and analyze the information I collected about the target consumer, market outlook, and competitors, I decided on the collaboration goals and key objectives (KPIs). I also mapped out a customer journey through discovery, evaluation, purchasing, and post-purchase.

With excel, I created an assortment plan for flagship, online, and pop-up stores. I decided on the quantity of product, quantity of style, retail unit price, initial markup, and sell thru. I also created a 6 month buying plan that calculates that breaks down how the collaboration net sales will come out at the end of the season. I decided on sales % to total, stock/sales ratio, and % to sales to calculate the monthly stocks.

Using Google Gemini and Photoshop, I created product mockups of the bags, charms, and Nintendo Switch Cases. I brought my pop-up concept to life with Gemini, and I was able to include a lot of important aspects including archival Nintendo games and photo-ops in the store.