Coach’s Rebrand – A New Face For A New Generation

There have been numerous discussions about whether luxury brands are receding to the fashion backseat with their declining and slowing sales growth. Using Louis Vuitton as an example, it is reported that there was a mere one percent increase in sales revenue in the fashion and leather goods sector, which is usually the largest sector in a luxury brand. Luxury fashion houses were stigmatized to be targeting mature consumers given the more traditional style and high price range. With the rise of many new small designer brands, Coach managed to spear themselves from this tragic fate of luxury brands.

Coach has been reprioritizing their target customers to a younger demographic since 2022 by launching a Y2K sub-brand and focusing on a bag-led rebranding approach. This wise market strategy proved Coach’s unbeatable position on the fashion stage with a 155% increase in global sales revenue from 2020 to 2024 and a revenue target of $5.7 billion by 2025.

Coach Rebrand

Courtesy of Coach Instagram

Coach’s Rebrand – The New Tabby Bag

Originally specialized in high-quality leather handbags, the brand’s staple, the Tabby Bag, rose to fame in the 70s. The Tabby Bag went through many relaunches throughout the years, changing the type of leather used, colors, and size of the bag. The bag was constantly seen being worn by A-list celebrities. Given the popularity of this iconic bag, it is a non-negligible element in this Coach’s grand rebranding.

The most recent additions as of 2024 – Coach Tabby Bag in tie-dye print or in different quilting, the Runway Chain Tabby, and the Times Square Tabby, to name a few – retained the classic 70s-inspired silhouette and iconic “C” motif hardware. The quilted denim edition was sold out within hours when it was first revealed to the public this spring. It has since been sold out twice and is now back in its third restock. Even months after its release, the bag is still trending on the internet.

The variety of colors and affordable prices in comparison to other luxury brands have successfully caught the eye of the Gen Z community. This reinvention of the Tabby Bag is arguably one of Coach’s strongest comebacks in recent years, positioning it at Top 3 for the best-performing luxury fashion product according to the Lyst Index 2024. Needless to say, with the bag’s minimalistic yet modern design, it is here to stay in the loop.

Coachtopia

Coachtopia, Coach’s sub-brand created in April 2023, focuses its designs on sustainability, with a style approach catered more towards the younger generation as part of Coach’s rebranding plan. Rather than the classic “American Old Money” luxury style that we have all attached to Coach’s brand image, Coachtopia tapped into the Y2K trend and embraced a more youthful, modern energy, using bold colors and patterns on their products. This, alongside the general Coach rebranding, successfully lured Gen Z to become one of their loyal customers.

Coach Rebrand

Courtesy of Vogue

NYFW SS25 New York Fashion Week

Compared to previous seasons, Coach created a raw and carefree aesthetic for this SS25 collection showcased at New York Fashion Week. Youth and sustainability were the main spirits of this collection, echoing the brand’s ongoing aim of rebranding to become the new “IT” brand among the younger generation.

Besides the Tabby Bag featured throughout this SS25 collection, one of the designs, the “I Love NY” t-shirt, has stirred a conversation in the community. Not only is this design a tourist’s staple, tapping into the corny yet nostalgic American classics, it is also paying tribute to Coach’s origin, New York City, where the brand was founded back in 1941.

Coach revamped this well-known slogan – seen all over souvenir stalls and streets in New York – to showcase their style and aesthetic. Other remakes on the market simply replace “New York” with other cities, such as London, Paris, Milan, etc. By adding pen-scribbled text and featuring a beaded heart, Coach’s take on the “I Love NY” t-shirt definitely adds a playful and modern twist to this old classic, bringing it to another level.

Coach Rebrand

Courtesy of Coach Instagram

The Future

With the timeless designs of the Tabby Bag, it will never be out of style nor ‘too grown-up’ to have this designer item in your everyday wardrobe.

Besides this main character of Coach’s bag-led rebranding, other best sellers in the campaign have also further secured the place of Coach in Gen Z’s hearts. For example, the Brooklyn tote, seen frequently worn by the Gen Z supermodel Bella Hadid all summer, or another TikTok viral candidate, the Lana Shoulder Bag.

With that being said, the Funktasy team is looking forward to all the future innovations of the Coach Tabby collection and in the master rebranding plan of Coach to continue being the new “Cool Girl” brand for Gen Z.

Workout Anthems Playlist
Workout Anthems Playlist