Coach may have enjoyed a large, middle class, mall-lovin' fanbase, thanks to its ubiquitous (and oft-counterfeited) "C" logo hobo bags in the aughts, however, the brand is going through a bit of a re-vamping. Coach has slotted its first-ever runway show at NYFW, which takes place next month, according to Fashionista. It's the ultimate chess move, as Coach has worked diligently to establish itself as a luxury brand through a variety of efforts in recent years. This is the mother of attempts to upgrade its image and reputation!
It's the strongest and most visible way for the company to position itself on the higher end of the luxury spectrum. The brand is really taking a leap forward, and it's doing so in sky-high stilettos.
Coach has deliberately made changes — like last years ads featuring Zoe Kravitz and Banks, two fashion "It" girls— to shake off its early '00s associations. It also ditched frequent sales and gave makeovers to its boutiques in effort to upscale them. The NYFW runway show is a natural next step.
I think it's a wise way to boost the overall rebranding effort.
The brand's runway show follows the collection that Creative Director Stuart Vevers presented at February’s Fashion Week, which was his debut with the brand.
I am curious to see what they will come up with considering the brand new, cool-girl direction the label seems to be taking these days.
We will see in September, won't we?
