Executive summary

All figures measured from the dig Creator Panel: 60 Gen Z creators, 30,079 posts, Aug 2025 to Aug 2026.

The measured read

Coach owns nostalgia.Kate Spade owns the bag that works.

Coach indexes 5.21 on vintage retro against Kate Spade's 0.15, while Kate Spade indexes 3.31 on practicality and 3.26 on craftsmanship. The two brands are not competing for the same ground.

Kate Spade
329
subject posts

10 of 60 panel creators, 8.5M views, Aug 2025 to Aug 2026

Coach
2,166
subject posts

22 of 60 panel creators, 45.4M views, same window

Conversation gap
6.6 : 1
Coach to Kate Spade

Same panel, same window, same cohort definition

Sentiment
98%
positive, Kate Spade

Coach reads 88 percent positive on the same panel

Ranked by composite

The six strongest measured signals

  1. 01
    Practicality & capacity

    Kate Spade affinity 3.31, cohort overlap 82.7 percent, 272 cohort posts carry the signal

    92.5
  2. 02
    Quality & craftsmanship

    Kate Spade affinity 3.26, cohort overlap 76.3 percent, 251 cohort posts carry the signal

    78.4
  3. 03
    Minimalist classic

    Kate Spade affinity 2.23, cohort overlap 79.6 percent, 262 cohort posts carry the signal

    73.1
  4. 04
    Customer experience

    Kate Spade affinity 2.57, cohort overlap 31.9 percent, 105 cohort posts carry the signal

    62.8
  5. 05
    Status & luxury

    Kate Spade affinity 2.48, cohort overlap 60.8 percent, 200 cohort posts carry the signal

    57.0
  6. 06
    Product performance

    Kate Spade affinity 2.46, cohort overlap 39.5 percent, 130 cohort posts carry the signal

    55.5

Composite is the unweighted mean of four derived sub-scores. The signal territories page re-weights them live.

Cross-check

The gap replicates across three dig sources and two brand-attribution methods

SourceCoverageKate SpadeCoachRatioBrand attribution
dig Category Setcategory-scale brand mentions across 56 tracked brands, Oct 2025 to Aug 20266,837 mentions52,266 mentions7.6 : 1Brand tagging at source
dig Creator Panel60-creator panel, 30,079 posts, Aug 2025 to Aug 2026329 subject posts2,166 subject posts6.6 : 1Text attribution with subject filter
dig Broad Creator Setbroad creator set, 5,556 creators, Jun to Dec 2025334 posts / 204 creators2,770 posts / 1,679 creators8.3 : 1Brand attribution at source

Next steps

  • Align on the Gen Z Connector definition, so this panel read can be mapped to the target segment.
  • Extend measurement to audience level, to size the segments the brief asks for.
  • Take the strongest measured signals into the strategic workshop the brief sets out.