Published: Fri, October 13, 2017
Markets | By Noel Gibbs

Coach Inc. is changing its name to Tapestry

Coach Inc. is changing its name to Tapestry

The leadership team at Coach, Inc. partnered with renowned brand agency, Carbone Smolan Agency on all aspects of the rebrand.

The luxury goods company that came to prominence in the "Mad Men" era now owns brands like Stuart Weitzman and Kate Spade & Co.as well.

Commenting on the name, he said the company was looking for a name to reflect these values while also expressing the cultural diversity of its people and brands for today and tomorrow.

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The fashion house is building a multibrand company at a time when the handbag industry is facing waning demand and retailers are struggling with declining traffic at brick-and-mortar stores.

The Coach brand isn't going anywhere, even as the company changes its corporate identity.

Three years ago, Coach laid its vision to transform the company and announced its intention to grow beyond the Coach brand.

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Coach said it partnered with brand agency Carbone Smolan Agency on all aspects of the rebrand. "That's no longer the case". The search for this name reportedly went on for months; after poring through thousands of names, including some that were made up, they landed on Tapestry.

In early NY trading, Coach shares were down 1.9% at US$39.243, having gained 13% for the year so far. It spent $2.4 billion for Kate Spade this year, seeking to broaden its appeal. And Selena Gomez will continue on as the celebrity ambassador.

"We made a commitment to be approachable", he said.

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The name Tapestry was chosen after thousands of words were put through market testing and legal scrutiny. "It's not something so exclusive and off-putting, but quite inviting".

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