For a man who’s just been given a new job, the detail that former Loewe creative director Stewart Vevers went into when talking to Women’s Wear Daily about his nascent arrival at Coach and what it means for the future of the brand was pretty impressive. Vevers has clearly had some time to consider the company’s idea of its future and how his creative vision fits into it, and we’re feeling pretty excited that it may be a great match indeed.

Vevers told WWD that, first and foremost, he plans to make use of Coach’s leather goods heritage. While that’s not exactly surprising – heritage goods are extremely popular among customers because of the look’s implied luxury – it is right in line with how Coach has gained its most recent success. A more traditional look, mixed with splashes of modernity like brights and colorblocking, has proved key for the brand in attracting sophisticated, high-value customers who may have formerly considered the brand more suited for suburban soccer moms and teenagers. I’m one of those people, and so are many of my friends; although I wouldn’t have considered purchasing a Coach bag a few years ago, I now regularly see simple, fun leather bags from the brand that I’d love to carry. Vevers, with his history at heritage brands like Loewe and Louis Vuitton, is a good match to carry that success forward. Vevers employed that same strategy at Loewe in particular, to considerable success.

The designer’s experience with Paris Fashion Week-approved ready-to-wear will also be useful in hastening Coach’s plan to transition into a full-fledged lifestyle brand instead of simply a destination for accessories. The company already has strategy in place to add more apparel and footwear into its stores, as well as expand its men’s business with more variety and a larger product assortment. Vevers seems on board with that plan, and he also specifically mentioned diversifying the brand’s price point – Coach has dabbled with spendy exotics in the past, but apparently the $5,000 Coach bag will be regularly scheduled programming in the near future. Fret not, though – the interview gave no indication that those bags are going to be made at the exclusion of the brand’s more attainably priced options.

If you have a subscription, check out the full, wide-ranging interview via WWD.

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Share Your Thoughts With Us

  • Babs

    Not really much of an “unveiling”…this is pretty standard PR speak. Blah, blah, blah…do something interesting.

  • thescm

    I second Babs on this not saying much. I think Coach has an important place in the fashion of this country outside of the circles where the brand isn’t good enough for people. I hope that he can keep that in mind while rolling out expensive leather bags, clothes, etc.

  • mm

    Coach has designed some really gorgeous bags, So many unique and colorful ideas for us consumers . I personally love Coach purses, but I have to agree with Babs on this one as well! Not much of an unveiling at all!! :(

  • Wil

    I would love to see Coach bring production of some bags back to USA. There’s something so weighty and strong about a gorgeous leather bag made in the USA. If you’re trying to cash in on heritage, then follow-through with the return to where it all began.

  • Jans

    Hello Amanda– I’ve loved your blog for years and enjoyed reading your articles. I was a bit disappointed reading this article and your comparison of “sophisticated, high-value customers” vs. “suburban soccer moms”. I understand what you were trying to say but your choice of saying that suburban soccer moms are not sophisticated, high value customers– well, I didn’t enjoy that so much. Before I married and had children I studied in Manhattan (FIT) and then worked in the fashion industry. I am currently one of those “suburban soccer moms” who still works in the fashion industry and know many other Moms who keep up with fashion trends and have a passion for handbags. Stereotyping is never stylish. I really hope you keep this in mind next time. With that, I TRULY wish you continued success in you blog and will continue to read it in the future.

  • Pati

    I am hoping that with Mr. Vevers’ background with LVMH he would be talking about taking Coach on a much needed “change of attitude” environmentally.
    A company that until now views sustainability as their financial and having nothing to do with the environment.