One of the world’s leading fashion brands, Coach, has recently announced that it is changing its corporate name. However, consumers should not worry about this since the recent shifts in the branding will not affect their handbags, Popsugar reported.

The company has decided to change its corporate name to Tapestry after many years in the industry. Coach CEO Victor Luis revealed that this will reflect the values of their products for their customers.

“Each of our brands has a unique proposition, fulfilling different fashion sensibilities and emotional needs,” he said.

The CEO added that they looked “for a name to reflect these values” while still fulfilling “the cultural diversity” of their brands and their customers “for today and tomorrow.”

Fans react

A huge brand that makes a major change, like its name, is seen by fans as surprising, because many consumers feel that these brands become part of their daily lives. Several patrons of the company assumed that the new name, “Tapestry,” will affect the merchandise once it takes effect on October 31.

However, they have assured that the new name will just “symbolize” the diversity of the company’s products and will take inspiration from the house decor of vintage houses that falls under the same name. The recent change will also affect other brands such as Kate Spade and Stuart Weitzman, the report added.


The CEO of the New York-based fashion brand also added that “Tapestry” seeks to express a “more inclusive” image, Harper’s Bazaar reported. Luis said, “We are now at a defining moment in our corporate reinvention, having evolved from a mono-brand specialty retailer to a true house of emotional, desirable brands.”

Coach started as a small company in Manhattan in New York in the 1940s.

It became popular in the early 1960s and soon after, it acquired other leather brands such as Kate Spade and Stuart Weitzman. Today, the recent changes have been part of the company’s continuous efforts to seek a younger market.

As a matter of fact, pop singer Selena Gomez has signed a contract under Coach which enabled her to create her very own collection under the label.

Her collection includes stylish handbags and accessories. Gomez has a huge online media following, especially among younger groups. Videos of the collaboration are also posted online.

The songstress also revealed that she herself is a fan of the label. She had once saved money so she and her cousin, Priscilla, could buy wallets from Coach.

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