In case you haven’t heard, Coach Inc has changed its name to Tapestry. As shocked as I had been to hear that such an iconic label would dare go through the challenges of rebranding, I was even more shocked to hear the reasons why. Perhaps I’ve been out of the loop but for starters, I had no idea that the company back in 2015 had acquired Stuart Weitzman and just this year, Kate Spade as well. It is because of these mergers that in order to better incorporate all 3 brands under a single umbrella name, CEO Victor Luis made the decision to bring new meaning to the word Tapestry. And as for why the name Tapestry, it’s intended to embody the “individual threads of different colors all working together to create a picture”, according to Luis.
For me however, the name just doesn’t quite seem to do it. I’ve grown up with the brand Coach and its iconic logo has never failed to be one of the first to come to mind at the mention of high-end handbags. My first “real” purse was a watercolor pink clutch from Coach and even now, 8 years later, I still have it here with me at college. “Tapestry” however, screams college dorm to me and it invokes a bohemian and more rustic kind of aesthetic, which seems to be the opposite of what all 3 of the brands strive to personify. Maybe it’ll take some getting used to, but it doesn’t seem like I’m the only one who’s not a huge fan of this change. On Oct 11 upon the new name being announced, the COH stock price dropped a 2-month record 6.11% as investors proved to be skeptical about the news as well. It’s possible that this is more reflective of the public viewing only the risks that accompany rebranding as opposed to the reception of the new name itself. After all, if Tapestry can manage to pull this off, it would set a precedent in the American retail industry, following the Euro-model of luxury brands LVMH (with subsidiaries including Louis Vuitton, Bulgari, Givenchy), Kering (Gucci, Saint Laurent), and Richemont (Cartier, Piaget).
The Tapestry website is already launched and features a bold yellow and black theme, illustrative of the persona the company wishes to adopt -- modern, evolutionary, expressive. The company has been effective in portraying the personality of its brands but for me especially, it’s interesting to see these 3 brands coexist. In my perspective, Coach as I mentioned, has always been timeless, recognizable, and established among luxury handbags. Kate Spade to me is a vibrant, quirky, and younger alternative to handbags and fashion. And Stuart Weitzman portrays a clean, classic, and refined look. Each retailer has its own unique personality so overall, it’ll be quite exciting to see how Tapestry will do in incorporating all 3 brands!
Cover Photo Credits: Vogue.com
Image Credits: Fashion Gone Rogue