COACH INC. IS DEAD???!

Some of you might already be aware, but as of October 31st, Coach Inc. is no longer... Tapestry has been born.

 

Okay, okay, well Coach isn't actually dead, but their corporate brand has gone through many changes recently. They acquired two other luxury brands, Kate Spade and Stuart Weitzman, in hopes of reviving their company. Tapestry was chosen as the name to be the parent of the three brands because:

• The company CEO Victor Luis said “It’s a wonderful metaphor for what we believe in, which is individual threads of different colors all working together to create a picture… We embrace our differences, whether they be race, gender, sexual orientation or belief systems.”
• “The company settled on Tapestry because it was easily understandable and did not sound too corporate.”

I personally like the name and restructure of their company. I think a big change like this was what Coach needed to get their name back out there in the media as it seems their brand popularity has been slowly dying off. However, this announcement did create a lot of backlash. Multiple people were tweeting about how they hated the new name, along with J Christian Bernie, a nonprofit digital content creator, who tweeted “$COH changing its name to ”Tapestry“ is a horrible branding idea. Fire the executive who proposed the change”.

Along with the restructuring, Coach is also implementing a Bohemian, prairie-style vibe, as shown in the picture above. The biggest debut of this campaign is the Coach Bandit Hobo, which is a simple, slouchy shoulder bag.

I will be very interested to see how this all plays out and if this change ends up being successful or a major flop.

Sources: http://nypost.com/2017/10/11/coach-inc-is-changing-its-name-and-shoppers-are-pissed/