How a new idea of luxury helped Coach correct course

By Hilary Milnes, 2016-10-10+, Glossy.co, digital luxury

In a post-show statement, previous to the Spring 2017 runway show at the New York Fashion Week Vevers acknowledged that Coach was looking to appeal to the new luxury consumers. Coach finally embraced that the definition of luxury was changing.

After facing for years real competition within the affordable luxury market, the brand drifted down-market and understood that it is time to take more control across online and in store channels. The key to Coach’s newfound relevance was a shift in mindset around the definition of luxury in a digital age.

“The question had been around inclusivity versus exclusivity,” said Audier D’Alessandris. “Luxury was about selling a dream and being so exclusive, and it’s been fascinating to see the world around fashion changing. We have new philosophies now, and the balance between inclusivity and exclusivity is at the core of the future of luxury.”

Coach reformatted its mobile strategy, launched Coachmoji and imessages, with the aim to create an immediate product discovery as a result of an internal change in terms of infrastructure. The brand was even among the first luxury brands to offer a live chat online.

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