Why Gen Z Fell In Love With Coach

Brand Revival & Market Position - Coach experienced a significant decline in market cap, losing approximately 60% between its 2012 peak and mid-2014, but has since rebounded [1] - In 2024, Coach surpassed Michael Kors to secure the second position in the US luxury handbag market [2] - Coach was recognized as the fifth hottest fashion brand in Q4 2025, marking a climb of ten spots from its previous ranking [2] Strategic Shifts & Initiatives - Coach shifted its focus towards Gen Z consumers, recognizing their influence on fashion trends [2] - The company hired Stuart Vevers as executive creative director to introduce a more youthful aesthetic and move away from heavy logo designs [7] - Coach closed underperforming stores and reduced discounting to rebuild brand equity [8] - Tapestry acquired Stuart Weitzman for $574 million in 2015 and Kate Spade for $24 billion in 2017 [9] - The holding company Coach Incorporated was renamed Tapestry in October [9] Financial Performance & Growth - In 2021, Coach's sales grew by 16% year-over-year and 15% compared to pre-pandemic levels [10] - Coach accounted for 74% of Tapestry's revenue that year [11] - Tapestry's market cap has expanded by approximately 140% over the last five years [11] - Coach's revenue increased by 15% in Q3 2025 compared to the same quarter of the previous year [14] Market Dynamics & Future Opportunities - Demand for Coach's products increased by 332% year-over-year [15] - Coach generates about 60% of its sales in North America, with growing international appeal, especially in Asia [17] - The brand sees significant growth potential with the increasing number of women globally who can afford a handbag over $100 [21]