Thursday, October 12, 2017

Why Coach??? WHY???


Although I haven't purchased much from the company in recent years, Coach, Inc has always held a special place in my heart. It's mainly nostalgia, I know; my first ever designer purse was a Coach saddle bag in British tan, gifted to me from my father in 9th grade when I didn't even care about  purses and probably would have preferred a pair of Reebok classics or K-Swiss.  I still have that purse to this day. Once I realized that a purse was something a girl was expected to carry, Coach became a fast favorite with its quality, handcrafted leather that became butter-soft over time, in all of those great colors that developed a subtle sheen with wear.  When I went to college, I never used a backpack like other students, I carried my books in my british tan Coach bucket bag.  I also had a black bucket bag that I used as a real purse.  Through my teens and twenties, I probably owned about 10-15 different Coach purses - I distinctly remember a vibrant red one and a hunter green one although I can no longer recall the styles.  I even had a lime green mini hobo bag that made appearances in the summertime.  Yes there were always purses by other designers that I owned - I had a few MCMs, one or 2 Gucci bags, the infamous black Prada backpack that EVERYONE seemed to have - but in the late 80s and early 90s, Coach had my heart. 
And now I hear this....

Coach, Inc. has announced that it will be changing it's name to Tapestry (Huh???).  After acquiring Kate Spade and Stuart Weitzman, Chief Executive Officer Victor Luis explained that Coach chose a new name that “can grow with our portfolio and with our current brands as they extend into new categories and markets."  I'm all for innovation and trying new things but not at the expense of ruining a legacy. Who on earth thought this was a good idea? The name sounds like a place that sells yarn and knitting needles and latchhook kits.  Or a place that sells the bags that you carry all that stuff Mary Poppins' this...
Is this what Tapestry will sell? UGH!

Even worse is the new logo - what is up with the squiggly 'y"

Coach as a name and a brand means so much to so many women and probably quite a few men as well.  For me, Coach is timeless.  A woman who carries a Coach appreciates quality and craftmanship, she is stylish and selectively trendy, she's strong and classic.  The name Coach speaks to a heritage and a legacy.  I woudn't pass down my Kate Spade or Michael Kors bags to my daughter but I would pass down my vintage Coach bags right along with my Guccis and LVs.  I just don't get it, and I am probably not the only Coach loyalist who feels a certain way about this. Did Coach conduct any kind of focus groups with their customers before they made this change?  Who in their right mind changes a name that has stood for distinction for so many years? Kate Spade and Stuart Weitzman have got to be shaking their heads in amusement while counting their "we've been acquired" coins.

I do know one thing for sure, you won't catch me saying I'm carrying a "Tapestry" bag.  How do you feel about the name change?

Write comments
  1. This decision is stupid and wrong!

    I am typing my thesis for my strategic communication course - I am a marketing professional -- and incredibly annoyed with this new "direction."

    This is just wrong on so many levels. Okay, back to writing my paper...

    I just had a thought - I wonder if Coach bags will become vintage collector's items? lol :-)

  2. This just made me sad. Both of my daughter's 1st designer handbags were Coach. Yes, handed down to them from their grandmother. The new name is HORRID!


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