COACH aspires to luxury upgrade with new ‘honest’ approach

1 min readUpdated Jun 4, 2025Jan 19, 20151:52 PM

In this article (5)

COACH’s debut at London Fashion Fashion week with its menswear 2015-16 Fall Winter Collection signals the aspiration of the brand to a luxury upgrade positioning which was launched when Stuart Vevers (ex LOEWE) was appointed as Creative Director in 2014. The new collection was inspired by the aesthetic of Gus Van Sant’s “My Own Private Idaho” and functional winter street style in the designer’s new home, New York City. “New Yorkers are quite practical, and they don’t sacrifice function,” Stuart Vevers said. “There are no tricks — the collection is straightforward with honest construction.”

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What this means

Coach's move to debut menswear at London Fashion Week, led by former LOEWE creative director Stuart Vevers, is a calculated attempt to elevate its luxury standing. This strategic shift, focusing on ‘honest construction’ and New York street style, aims to reposition the brand upwards, away from its traditional affordable luxury space. This contrasts with its prior positioning, which may have focused more on accessibility. While the design-led approach from Vevers offers a fresh perspective, the challenge lies in convincing consumers of this luxury upgrade. The move pressures competitors who might be stuck in a similar positioning. A key risk is alienating existing customers while failing to attract enough new high-end buyers. We should watch the reception of subsequent collections and their pricing strategies closely.

Maria Santos

Questions & Answers

What is COACH's main objective for its brand positioning?

COACH aims for a luxury upgrade positioning for its brand. This aspiration was signalled by its debut at London Fashion Week with its menswear 2015-16 Fall Winter Collection, following Stuart Vevers' appointment as Creative Director.

Who is the current Creative Director at COACH and when were they appointed?

Stuart Vevers, previously from LOEWE, was appointed as the Creative Director for COACH in 2014. His appointment launched the brand's aspiration towards a luxury upgrade in its market positioning.

What inspired the aesthetic of COACH's new Fall Winter Collection?

The new collection was inspired by two distinct elements: the aesthetic found in Gus Van Sant’s film, 'My Own Private Idaho,' and the practical, functional winter street style observed in New York City.

How did Stuart Vevers describe the approach to the new collection's construction?

Stuart Vevers described the collection as straightforward, featuring 'honest construction.' He noted that New Yorkers are practical and prioritise function, influencing the design approach which avoids unnecessary 'tricks'.

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