Fashion and CPG brands get into life coaching

Modern youth expect brands to do much more than sell them products and services; they look to brands to improve their lives, and in turn, help them improve themselves. In fact, 65% of youth aged 14-34, as well as 75% of Trendsetters in this age range, look to brands to help them become their best selves, as uncovered in our Betterment Report. Brands are catering to this desire by positioning themselves as life coaches.


While the right clothing can make people feel more confident, womenswear brand Tuxe doesn’t stop there. Every purchase of one of its shirts is accompanied with a free coaching session with Ianna Raim, to help empower customers personally and professionally. Before starting the brand of high-quality essentials, Tuxe’s founder Tamar Daniel benefited from Raim’s coaching and sought to incorporate the practice into her business model. Shoppers receive pre-recorded sessions on topics including setting goals and dealing with setbacks, and Daniel and Raim are working to grow the service to offer sessions that are more targeted to customers’ individual needs.


In striving to show that it represents much more than wallets and handbags, Coach created an interactive pop-up in New York City this past June designed to help attendees experience self-discovery and reflection through tarot card readings, personal astrology and mystics sessions, and more. The aptly named experience, Life Coach, was free and visitors were able to book a timeslot on a microsite or simply walk in. Upon arrival, attendees were immersed in four thematic rooms, including a vintage-style carnival complete with boardwalk games, an enchanted forest, and a New York subway station with blank walls for visitors to draw on. Each room promoted creativity and self-expression.


Cheez Doodles is addressing life coaching in a lighthearted manner through “The Doodle Method,” an original comedy series about a quirky life coach, Lindsay Conner, who uses the aforementioned technique involving the cheesy snack to help people solve everyday problems. Conner believes that the Wise Food-owned brand can lead people in the right direction and advises them to take a doodle break at 4pm to help get them from lunchtime to the end of the work day. The short, snackable series, that functions like a sitcom, is in talks for a sequel.