Coach Changes Name to Tapestry

Courtesy of New York Observer

Courtesy of New York Observer

While Coach might not be a brand that we cover as often as Hermès or Gucci, there is no denying that interesting changes are taking place at the company. They have impressed everyone with their campaigns and their embracing of technological advances (Read: Top 10 Most Digitally Savvy Brands) and still remain one of the most popular and successful handbag companies. One indicator of their success? They are one of the companies that has experienced the most problems with fake replicas of their products (Read: How to Spot a Fake Designer Bag 101 Guide).

Now, after its 2015 acquisition of Kate Spade and Stuart Weitzman, Coach Inc. has taken the most publicly scrutinized step in a company’s rebranding: a name change. The brand is clearly trying to take their success to the next level. The executives justify the change to mirror the transformation from a “monobrand specialty retailer to a true house of emotional, desirable brands.”


The company and chief executive Victor Luis sought a name to  capture the changes in its brand, “We searched for a name to reflect these values while also expressing the cultural diversity of our people and our brands for today and tomorrow.” The search for the name, Tapestry, took three months and was led by marketing consultant firm Carbone Smalone Agency.

While the name Tapestry might evoke Carole King for anyone over 30, the brand insists that it did not intend to associate itself with the famed chanteuse. Similar to the often used “melting pot” metaphor for America, the brand wants to create a quintessential American brand that captures the diversity of the country.

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Tapestry as a name has illicited negative reactions among fans of Coach. Detractors are calling it stuffy, old-fashioned and overly traditional— comments that indicate that Luis and other executive’s plans for a fresh face may have backfired. Fans were reassured when they realized only the corporate name was changing, and not the brand name. Coach bags and products will certainly not go extinct because of this change.

What do you think of the branding shift? What does the word “tapestry” make you think of? Let us know on BopTalk or in the comments!

Read related articles below:

Coach 1941 Spring Bags Simply Enchant Us
From Coach to Hermes: The Luxury Handbag Market
A Millenial’s Perspective: Bag ShoppingFashion in the Age of Technology

Love, Pursebop

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3 Responses to “Coach Changes Name to Tapestry”

  • carole king so “owns” the word via her iconic album, it is really quite inextricable! “tapestry” as a visual brings to mind ye olde wall decor of ages past. i’d keep each company sur name and use the acronym i.e. LVMH – spade weitzman coach SWC. it’s a pity in our english language W is such a “lengthy” letter to speak. if they could europeanize W to be spoken as “veigh” Ess-Vay-Cee, that’d be great.