Earlier this year, I bought my third Coach handbag in a one year period. For the bag snobs out there, hold on a second — all of my other bags are Prada, Fendi, Lanvin, etc. However, Coach has had an absolute brand revival. They’ve gone from being the equivalent of Shop Rite [or insert any average grocery store], to Whole Foods, in only a few years. Coach was a struggling and deeply asleep brand.
Coach, before… Before this revival in the past few years, Coach was doing a lot of canvas bags, lots of logo bags, steep discounts, and out of touch with the consumer. (Meanwhile all types of similarly priced brands cropped up.) Coach didn’t seem to be focusing on handbag fashion, and it was definitely not seen as a luxury brand. Coach has taken a lot of measures to improve their rundown brand image.
New people in charge. There are two notable key players at Coach. The first is Victor Luis, the CEO, who had a great vision and idea of what he had to do to revitalize the brand during his leadership. The second is Stuart Vevers, who is the Executive Creative Director, and has previously designed for Bottega Vennetta and Burberry to name a few. In fact, Stuart Vevers recently won “Accessory Designer of the Year” award from Council of Fashion Designers of America, Inc. (CFDA) — well-deserved!
New boutique and merchandise strategies. Some of the biggest things the brand has done is remove a lot of their merchandise from department stores, and close a lot of Coach locations. Instead, they have shifted their focus on the quality and prestige of Coach boutiques. Deeply discounting merchandise, has also become a thing of the past. The brand has had to re-educate and re-train consumers on why it is worthwhile to pay for Coach. Below are some pictures from the NYC flagship:
Fresh and revitalized products. Now, Coach is focusing on their classic glove-tanned leather craftsmanship. They are trying hard to turn themselves back into the luxury American brand that they used to be quite a while ago. They are trying to keep up American tradition while bringing some European elegance to their products and collections.
Collaborations and brand image. Coach has collaborated and obtained partnerships with fresh, vibrant, fashionistas. The brand collaborated with the Mulleavy sisters, designers of the edgy brand Rodarte on their collection. For those of you who have been living under a rock, Selena Gomez is the brand’s main model. She has been featured in the advertising, as well as representing the brand by wearing it to the Met Gala, for example.
Market timing and new demands. Right now is a great time for Coach, when prices for handbags are in the $4,000 – $6,000 and above range for premier designer bags. The US consumer is more conscious and looking to invest in good quality handbags and items, without having to spend thousands.
Most recent purchase. This grey bag was my most recent purchase, and I always get so many compliments on this bag. People are always so puzzled when they find out it’s Coach. They usually guess Chloe and Celine. What I love about the bag is the discreet and interesting closure, and the fact that the decorate portion is not comprised of sequins, but of actual beautiful leather.
Here is the second bag I purchased around December 2017/January 2018 to wear on casual going-out nights. It has interwoven leather, and the chain can be worn in two different ways — long and short.
They had two versions of the black bag that I was deciding between when I bought it:
I’ve gotten some good mileage our of this one:
This bag is the first one that I bought in 2017. I also could not help but buying the leather black dinosaur bag charm called “Rexy” which has become an icon for Coach. There is actually a giant dinosaur in their Fifth Avenue NYC flagship location that is made of handbags, wallets, etc.
I’m also not the only one who has been enjoying Coach. My husband seriously can’t get enough of his backpack. This backpack has been around Arizona, Florida, and is always parading around Manhattan! There he goes with his Saks bag and Coach bag lol This must have been the day he got the backpack!
This backpack is always relaxing in nice places…
I’m excited to see what else Coach brings to the table. Cheers to many more backpacks, bag charms, and handbags!