Coach has given its investors a run-down of the ways in which the brand (or, more specifically, the new executive creative director Stuart Vevers) hopes to be revamped in order to attract a broader, more fashion-focused clientele.
The American luxury goods brand has slowly faded out of the fashion focus, with many consumers deeming the label’s offerings dated and no longer relevant to today’s shoppers. Since Vevers’ ready-to-wear debut for Coach AW14, however, the fashion industry’s interest in the brand has returned, and CEO Victor Luis is keen to push things forward.
Speaking to investors this week, Luis said that “modern luxury” was the new buzzword for the brand, placing focus on the sort of good-quality, well-crafted product that today’s savvy shoppers demand. He also stressed that Coach’s new image will be “cool and un-elitist”.
In further attempts to realign with fashion’s most successful players, Coach has hired legendary photographer Steven Meisel to shoot its AW14 ad campaign, and has also secured Net-a-Porter and Colette in Paris as new stockists this summer.
