Spotted Review Selena Gomez Coach

The Spotted Review: Selena Gomez’s Expanded Partnership with Coach

Welcome to the Spotted Review, our new ongoing series where we analyze and grade the strength of the latest celebrity collaborations and partnerships — powered by data and never editorialized.

In our first edition, the Spotted Review Team takes a look at Selena Gomez’s expanded endorsement deal with American luxury fashion company, Coach.


Simply fill out the form below to download this edition of the Spotted Review now, and you’ll gain exclusive insights into:

  • The overall strength of the partnership between Selena Gomez and Coach
  • The overlap between Selena Gomez’s online audience and Coach’s online audience
  • Selena Gomez’s relevance, momentum, and Instagram follower growth
  • The brands Selena Gomez is spotted with most regularly on Instagram and in paparazzi photos



The Context: Selena Gomez for Coach

Selena Gomez is a 25-year-old American actress, singer and producer. She is the most followed celebrity on Instagram, with 134.7m followers.

In 2017, she served as executive producer on Netflix show, Thirteen Reasons Why, and released three new singles. Her upcoming film projects include Hotel Transylvania 3: Summer Vacation and A Rainy Day in New York.

While she is known for having a squeaky-clean image (partially due to her past as a Disney star), Gomez has encountered some controversies over the past few years, including drama surrounding her on-and-off relationship with Justin Bieber and outrage over her working with Woody Allen (on the upcoming film A Rainy Day in New York) — Allen has been accused of sexual abuse by his daughter, Dylan Farrow.

Gomez has previously endorsed major consumer brands across distinct sectors, including Coca-Cola, Adidas, Kmart, Verizon, Louis Vuitton, and Pantene. She also began a collaborative partnership with Puma in 2017. In December 2016, she signed a reported $10 million deal with Coach.

In the press release announcing Selena Gomez as the face of Coach’s fall 2017 advertising campaign, Coach Creative Director Stuart Vevers said, “Selena is a rebel and a romantic, a dreamer and a doer who boldly charts her own course. To me, she speaks to a generation; she connects.”

On March 13, 2018, Coach announced that they will once again partner with Selena Gomez for its new fall campaign, her first clothing collaboration with the brand. The new collection will feature outerwear, ready-to-wear, handbags, small leather goods and other accessories.

“I always look forward to designing with Selena because she has a strong point of view,” said Mr. Vevers. “We wanted to bring cool new ideas to the table, and I loved getting her take on clothes as much as accessories this time around.”

According to a Wall Street analyst, Coach grew its Instagram follower count by almost 50% relative to the year before partnering with Selena Gomez. It also doubled the average number of comments per photo and grew its average number of “likes” by 81%. And according to Barron’s, Coach’s stock prices increased 2% the day after Gomez’s self-designed bag, the “Selena Grace” handbag, dropped on Sep.13, 2017.


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