Written by Kathryn Andes
Coach is one of the most beloved brands from the early 2000’s and they are making a huge comeback in today’s fashion. Celebrities such as Zoe Kravitz, Kyla Pratt, Gwyneth Paltrow, Kristen Bell, and Taylor Swift to name a few, were some of the most popular celebrities who repped the brand in the early 2000’s. In 2001 Coach debuted their Signature Collection of handbags and small leather goods. The handbags that took the early 2000’s pop-culture by storm include the Coach Brown Demi Bag, the Coach Edie Shoulder Bag 31, the Tabby Signature Coated Canvas & Leather Crossbody Bag, the Coach signature wristlet, and the Coach signature baguette bag.
All things that go up must come down, and that's exactly what the value of Coach did in 2014. According to CNBC over a two year period from 2014-2016 Coach sales decreased over $200 million dollars and lost significant market share. What kept the company afloat was the soft material of their leather handbags, and their fierce new leader Stuart Vevers. In a quote Coach gave to the Huffington Post, the fashion label said,”When Stuart Vevers joined the brand in 2013 he looked to reinvent Coach with a modern luxury point of view yet staying true to our roots in leather craft”.
In recent years Coach has made a reputation as ‘the comeback kid’. Since 2010 Coach has been remodeling its slouchy somewhat sloppy shapes into structured, sophisticated silhouettes. The brand also refined its monogram craze to a more subtle, mature monogram design, which positively aided in its return to popularity.
The brand’s first step as a contender re-entering the luxury fashion industry began in 2016 when Selena Gomez was announced as the label’s brand ambassador. In recent years the reignition of Y2K fashion has greatly sustained the brand’s resurgence. In 2019 Jennifer Lopez was also named a brand ambassador.
With a surge of Y2K fashion amongst Gen Z, the move that put Coach back in the spotlight was their campaign with Paris Hilton and the relaunch of the classic Swinger bag. Featuring subtle, neutral colors like cream, black, and brown.
Then came the handbag that put fashionistas in a frenzy, the Pillow Tabby shoulder bag. This modern, classic bag is the perfect balance of 2000’s nostalgia and modern day fashion. The Pillow Tabby bag is the ideal debut piece to showcase the rebranding of Coach’s new minimalistic and clean persona.
Since Coach’s dramatic rebranding, popular celebrities such as Michael B. Jordan, Megan Thee Stallion, Kate Moss, Noah Beck, Anna Collins and Kia Gerber have taken on roles as models and brand ambassadors for the classic fashion brand.