Coach is the New 'It' Brand for Gen Z
Coach has successfully positioned itself as the go-to brand for Gen Z.
According to a consumer spending report from Earnest Analytics, shoppers under 25 have increased their spending on Coach by 10% from January to June this year. Earnest Analytics, known for tracking anonymous credit and debit card data, examined the latest consumer spending trends and found that Coach's appeal is growing.
This surge in Gen Z interest aligns perfectly with Coach's strategic brand revamp. After experiencing slow sales, Coach made key updates to its image, from partnering with 'Riverdale' star Camila Mendes, Japanese model Koki, and rapper Lil Nas X to launching Y2K-themed campaigns.
Image via Coach
Once known as "accessible luxury," Coach has since pivoted its message. In fall 2022, Joon Silverstein, Coach's senior VP of global marketing and sustainability, told Vogue Business that the brand is now focused on "expressive luxury" instead.
Silverstein explained that Coach was moving from "exclusivity to inclusivity, from status and ownership to emotions and values," in an effort to resonate with Gen Z and Millennials while re-establishing its luxury appeal. Coach CEO Todd Kahn echoed this sentiment in an interview with Business of Fashion, stating that the "accessible luxury" label "put us in a box that we don't live in anymore." As part of the brand's reinvention, Coach teamed up with Lil Nas X and expanded sustainability efforts through its Coachtopia line—a collection of recycled and restored pieces.
Image via Business of Fashion
These updates have paid off handsomely. Tapestry, Coach's parent company (which also owns Kate Spade New York and Stuart Weitzman), recently reported better-than-expected sales. Coach, the top revenue driver of the three brands, saw an 11% jump in net sales, reaching $1.14 billion for the quarter compared to the previous year. With quarterly results expected soon, the brand's growth continues.
Image via Business of Fashion
Coach’s momentum doesn’t stop there. Tapestry made headlines by announcing an $8.5 billion acquisition of Capri Holdings, the parent company of Michael Kors, Jimmy Choo, and Versace. This move positions Tapestry to better compete with luxury giants like LVMH and Kering, potentially expanding its influence on a global scale.
To Millennials and Gen-Xers: We get it. After spending years with your Y2K Coach bags packed with oversized sunglasses and flip phones, it’s hard to believe the brand is now a Gen Z favorite. But thanks to TikTok and the resurgence of early 2000s trends, Coach is back in full force.
Dove Cameron carrying a Coach bag to the CFDA Awards in 2023
Anyone who survived the 2000s knows how drastically Coach's image has shifted. Originally founded in 1941, the brand opened its flagship store in Manhattan in 1985, with its leather bags inspired by baseball mitts. Everything changed in 2001 when Carrie Bradshaw carried her iconic Coach weekender bag to Aidan’s upstate cabin on Sex and the City. The Coach craze was in full swing.
By 2003, stars like Ashley Tisdale were spotted on red carpets with their Coach bags, and in Gossip Girl's pilot episode, Serena van der Woodsen rocked a hazelnut-colored Coach purse that left a lasting impression. Coach wristlets quickly became the must-have accessory, spotted on the arms of the "it" girls at every high school lunch table.
However, as trends go, Coach hit its saturation point. The bags, once coveted, became so ubiquitous that they filled department stores and outlets. They were no longer treasures but relics, stuffed in closets next to forgotten flip phones and old lip gloss.
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Now, with its revamped image and the backing of Gen Z, Coach has reemerged as a must-have brand. This comeback story proves that iconic styles may fade, but they never truly disappear—especially when a new generation rediscovers their charm.