How Coach got its cool back

Core Insights - Coach has successfully rebranded and attracted younger consumers, with over two-thirds of nearly 900,000 new customers in North America being Gen Z and millennials [1][2] - The company reported a 15% revenue growth year-over-year and achieved a gross margin of 77.1% [2] - Coach's market capitalization increased by approximately 140% from January 2020 to January 2025 [5] Brand Strategy - The focus on the "timeless Gen Z client" has led to positive outcomes for Coach, enhancing its brand image and market presence [1][2] - Successful product launches, such as the Brooklyn, Tabby, and Rogue handbags, have contributed to Coach's resurgence, with the Brooklyn being named the hottest fashion product of Q4 last year [3] - Demand for Coach products on the global shopping platform Lyst increased by 332% year-over-year [3] Customization and Innovation - Coach has embraced customization, allowing customers to purchase and create personalized bag charms, with searches for related items on Pinterest growing significantly [4] - The introduction of immersive concept stores, Coach Play, and the expansion into hospitality with Coach Coffee shops reflect the brand's innovative approach [4] Market Position - Coach is recognized for transforming from a mediocre mall brand to a credible luxury contender, showcasing its ability to elevate brand perception in a competitive market [3][6] - The timing of Coach's strategy aligns well with consumer sentiments regarding value for money in luxury goods [6]