A successful rebrand is a feat that not all can manage, however Coach seems to have mastered it. Their success has proven to be one worth studying, so let’s take notes. Originating as a family run workshop in New York City, the brand grew to develop the status of a household name. Whether a fan or not, almost everyone was aware of it and knew people who enjoyed wearing their products. Despite this awareness, from a negative perspective many began to view Coach as out-dated and low-tier as time progressed. This perception has drastically changed as they’ve rolled out an array of new lines that have appealed to the masses while also enlisting savvy tactics to revitalize the traditional reputation it previously had. With this strategic approach their sales have skyrocketed and their name has secured a new position in fashion.
Historically known as the Original American House of Leather, Coach has been associated with providing polished simplicity and a clean aesthetic. Transforming from the focus of men’s leather to expansion into the territory of womenswear, the brand is no stranger to innovation. Unlike many other fashion houses, even from the early beginnings of the brand there was an emphasis on accessibility. As popularity grew in the 60s, they continued to advance their processes of leather making. Classic features such as the brass turn-key hardware were crafted and implemented in designs, becoming a Coach staple. However, their signature styles such as the “Convertible Clutch” began to age thus isolating younger audiences and those seeking to stay on trend. Eventually, the once popular handbags became less exciting to invest in and more likely to end up in the back of mom’s closet.
Courtesy of Coach
Enlisting the help of partnerships and promotion has facilitated the momentum gained throughout the rebrand. Joining forces with celebrities like Meg the Stallion and Camila Mendes pushed Coach on the radar to those who weren’t paying attention to the brand. It also positioned it as cool and desirable again. Coupled with a new wave of designs including the sought-after Pillow Tabby Shoulder Bag, this proved to be an effective formula. Throughout this period of revival, Coach still maintained its core pillars of quality and affordability in the realm of luxury fashion. Accessibility can be perceived as reducing the exclusivity of designer items, which happens to be an aspect of the appeal for some. Choosing to stick to its authenticity allowed for the brand to maintain its identity while also attracting younger buyers in the market for luxury at an attainable price point. Creative Director, Stuart Vevers speaks to the motto behind the brand, “It was only at Coach could I really accomplish something that I’ve wanted to say about fashion since I was a student: that it should be about joy, about celebration, and to paraphrase one of my heroes, Keith Haring, it should be for everyone.”
Coach has regained its standing and displayed an ability to keep up with the ever-changing movement of fashion. The momentum is still growing as they’ve continued to launch new lines, campaigns, and participate in exciting collaborations. The “Unlock Your Courage” campaign includes notable brand ambassadors such as Elle Fanning and Storm Reid. In addition to sparking attention, it unveiled insight on Coach’s creative perspectives and appreciation for self-empowerment. The Fall/Winter collection highlighted within the campaign is now on sale, providing a range of pieces that are stylish and functional. It is fascinating to witness the evolution of the brand that blossomed from the family-run workshop based in a loft on 34th Street. What might it have in store next?
Which other brands have you seen carry out a successful rebrand? What are some brands that you would like to see have a comeback?
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